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Show Results For
- All HBS Web
(939)
- People (2)
- News (299)
- Research (497)
- Multimedia (1)
- Faculty Publications (217)
- November 2018 (Revised February 2019)
- Case
Israel at 70: Is it Possible to (re)Brand a Country?
By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
- July 2012 (Revised July 2014)
- Case
Warby Parker: Vision of a 'Good' Fashion Brand
By: Christopher Marquis and Laura Velez Villa
In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details
Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States
Marquis, Christopher, and Laura Velez Villa. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Case 413-051, July 2012. (Revised July 2014.)
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It takes years... View Details
A New Approach to Building Your Personal Brand
For better or worse, in today's world everyone is a brand. Whether you're applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So, you need to get comfortable marketing yourself. In... View Details
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. The consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
- 21 Jan 2020
- News
When Community Becomes Your Competitive Advantage
- 22 Oct 2018
- Blog Post
HBS Marketing Club Presents: The Brand Summit
As marketers, we believe it is our job to create value, communicate that value to our customers, and capture a portion of that value for our firms. A great way to do this is to build strong brands, allowing us to reap the benefits of... View Details
Keywords: All Industries
- 31 Jul 2020
- Blog Post
Building a DTC Brand Through COVID
Retail & Luxury Goods Club, Entrepreneurship Club, and the iLab’s Venture Incubation Program. Farah attended HBS for their entrepreneurship programs at the Rock Center and at the Innovation Lab where she hopes to launch her apparel brand, IXORA Apparel. Building a... View Details
- 12 Jan 2022
- News
Behind the New HBS Brand Identity: Q+A with the Designers
- 27 Apr 2020
- News
How Brands Unwittingly Fund Disinformation
- 01 Mar 2024
- News
Unlocking the Power of Community
When Tara Fung (MBA 2016) explains Co:Create, the company she cofounded in 2022 and now leads as CEO, she doesn’t mention Web3 first. “We help innovative brands and creators unlock the power of community,” she explains. Co:Create does... View Details
Keywords: April White
- 22 Dec 2020
- News
Dove: Maintaining a Brand with Purpose
- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its... View Details
Keywords: Business Model; Decision Making; Entrepreneurship; Innovation and Invention; Leading Change; Management; Marketing; Product Launch; Operations; Supply Chain; Distribution; Networks; Sales; Strategy; Adaptation; Information Technology; Applications and Software; Digital Platforms; Apparel and Accessories Industry; Technology Industry; North America
Greenstein, Shane, Karim Lakhani, and Christian Godwin. "Threadless: The Renewal of an Online Community." Harvard Business School Case 621-056, February 2021.
- 05 Oct 2010
- News
In Charge of a Beloved Brand
- Awards
American Marketing Association. Marketing Communications Special Interest Group Best Paper Award
By: Sunil Gupta
Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of... View Details
- Article
The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
- 29 May 2017
- Blog Post
The Diverse Community at HBS
Before I came to HBS, I worked at Disney in a consumer insights role with the Corporate Brand Development and Studio Marketing teams. Tracking evolving consumer behaviors in entertainment was part of my job and I was fascinated by the... View Details
- Web
Creating Brand Value - Course Catalog
their customers? Under which conditions? Why do consumers join brand communities? What types of value do they provide? How can brand communities be crowdsourced to help build... View Details
- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a... View Details
Keywords: by Nancy F. Koehn