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  • All HBS Web  (3,610)
    • People  (15)
    • News  (949)
    • Research  (2,115)
    • Events  (8)
    • Multimedia  (71)
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Show Results For

  • All HBS Web  (3,610)
    • People  (15)
    • News  (949)
    • Research  (2,115)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,496)
← Page 4 of 3,610 Results →
  • September 2014
  • Article

The Interrelationships Between Brand and Channel Choice

By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search... View Details
Keywords: Brand Choice; Channel Choice; Utility Theory; Marketing; Decision Choices and Conditions; Consumer Behavior; Learning; Electronics Industry; Auto Industry; Information Technology Industry; Telecommunications Industry; Aerospace Industry
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Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.
  • November 2005 (Revised February 2006)
  • Module Note

Rethinking Branding

By: Youngme E. Moon
The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details
Keywords: Brands and Branding
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Moon, Youngme E. "Rethinking Branding." Harvard Business School Module Note 506-039, November 2005. (Revised February 2006.)
  • January 2018 (Revised October 2019)
  • Case

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details
Keywords: Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates
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Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised October 2019.)
  • April 2022
  • Teaching Note

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery
A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo... View Details
Keywords: Brand Management; Brand Valuation; Art; Art Dealer; Auction House; Brand Storytelling; Marketing; Brands and Branding; Marketing Strategy; Fine Arts Industry; United States; Italy
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Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Teaching Note 522-088, April 2022.
  • December 2011 (Revised February 2013)
  • Case

Branding Yoga

By: Rohit Deshpande, Kerry Herman and Annelena Lobb
Yoga, an ancient discipline, has become popular worldwide. The marketing of yoga and dispute over its origins have led to debate as to whether yoga should be branded at all. Some yoga instructors have gone so far as to copyright their varieties of yoga; others in the... View Details
Keywords: Brands and Branding; Marketing
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Deshpande, Rohit, Kerry Herman, and Annelena Lobb. "Branding Yoga." Harvard Business School Case 512-025, December 2011. (Revised February 2013.)
  • February 21, 2024
  • Article

The NFT Staircase: How Digital Ownership Benefits Brands and Consumers

By: Scott Duke Kominers and Steve Kaczynski
One of our goals with our new book, The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create, is to unlock the power of nonfungible tokens, or NFTs, for business. National and international brands are already using NFTs in some of... View Details
Keywords: Non-fungible Tokens; NFTs; Brand; Brand Building; Digitization; Metaverse; Tokenization; Crypto Economy; Blockchain; Market Design; Brands and Branding; Value Creation
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Kominers, Scott Duke, and Steve Kaczynski. "The NFT Staircase: How Digital Ownership Benefits Brands and Consumers." a16zcrypto.com (February 21, 2024).
  • June 2024 (Revised October 2024)
  • Teaching Note

FARM Rio: Bringing a Brazilian Fashion Brand to the World

By: Isamar Troncoso and Jill Avery
Teaching Note for HBS Case No. 524-003. View Details
Keywords: Global Marketing; Go-to-market Strategy; Global Branding; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Positioning; Fashion Industry
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Troncoso, Isamar, and Jill Avery. "FARM Rio: Bringing a Brazilian Fashion Brand to the World." Harvard Business School Teaching Note 524-079, June 2024. (Revised October 2024.)
  • Article

Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers... View Details
Keywords: Consumer Behavior; Brands and Branding; Emotions
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Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
  • October 2012 (Revised January 2014)
  • Case

Building Brand Infosys

By: Rohit Deshpandé and Vidhya Muthuram
Infosys Limited was India's second largest exporter of IT services with annual revenues of $7 billion and a market capitalization of nearly $26 billion in 2012. The company, headquartered in Bangalore, India, had built its reputation as the Indian IT bellwether whose... View Details
Keywords: Marketing; Information Technology; Information Technology Industry; India
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Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.)
  • 02 Jul 2016
  • News

The Trump Brand

  • January 2020 (Revised May 2020)
  • Case

Direct to Consumer Brands

By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change
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Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
  • May 2020 (Revised July 2022)
  • Case

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music.... View Details
Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America
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Avery, Jill, Giana M. Eckhardt, and Michael B. Beverland. "Brand Storytelling at Shinola." Harvard Business School Case 520-102, May 2020. (Revised July 2022.)
  • March 2022
  • Teaching Note

Farfetch: Digital Transformation for Luxury Brands

By: Jill Avery and Sunil Gupta
Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details
Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Digital Marketing; Retail Industry; Fashion Industry; London; United Kingdom; Portugal
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Avery, Jill, and Sunil Gupta. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Teaching Note 522-061, March 2022.
  • October 2007 (Revised March 2008)
  • Case

Dove: Evolution of a Brand

By: John A. Deighton
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details
Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry
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Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
  • February 2002 (Revised December 2003)
  • Case

H-E-B Own Brands

By: V. Kasturi Rangan and Marie Bell
H-E-B is a $9 billion grocery chain located in Southwest Texas. This case focuses on H-E-B's private label strategy, a product category that accounts for 19% of H-E-B's sales and one that earns gross margins 50% higher than national brands. A leader in its markets,... View Details
Keywords: Growth and Development; Market Entry and Exit; Supply Chain Management; Private Ownership; Sales; Strategy; Competitive Strategy
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Rangan, V. Kasturi, and Marie Bell. "H-E-B Own Brands." Harvard Business School Case 502-053, February 2002. (Revised December 2003.)
  • August 2021 (Revised March 2022)
  • Case

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
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Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
  • Program

Creating Brand Value

Summary Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are... View Details
  • April 2020
  • Teaching Note

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Advertising Industry; Technology Industry; United States; North America
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Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Teaching Note 520-103, April 2020.
  • 2014
  • Other Teaching and Training Material

Marketing Reading: Brands and Brand Equity

By: Rohit Deshpandé and Anat Keinan
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Deshpandé, Rohit, and Anat Keinan. "Marketing Reading: Brands and Brand Equity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8140, 2014.
  • 17 Oct 2007
  • Research & Ideas

Why Global Brands Work

Nissan, and Honda sold standard products under a single brand umbrella. For decades, Ford adapted its manufacturing platforms, features, and model names from one country to another. The results: added manufacturing and supply chain costs... View Details
Keywords: by John A. Quelch; Auto
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