Brand Value - Publications - Faculty & Research

2002
Working Paper

Brands Matter: An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value

23 Apr 2012
Research & Ideas

How to Brand a Next-Generation Product

excitement among prospective consumers who value new bells and whistles over small improvements. On the other hand, customers may worry that new features pose the risk of new glitches and a steep learning curve. It's important for a firm... View Details

Keywords: by Carmen Nobel

07 Jun 2016
Op-Ed

Can Brand Trump Win a Presidency?

lifestyle, these other products can add brand value and, being produced by others under license, they deliver some extra profit to the Trump organization. "In the world of representative democracy, you... View Details

Keywords: by John A. Quelch; Advertising; Media & Broadcasting

10 Sep 2012
HBS Case

HBS Cases: Branding Yoga

offered up a religion's spiritual wealth at the altar of crass commercialism." The other side of the argument focuses on business rather than religion. "It's all about creating value for a large audience. By using marketing and... View Details

Keywords: by Kim Girard; Entertainment & Recreation

03 Nov 2014
Research & Ideas

Brand Lessons From the Nobel Prize

stand for, and what they are," Urde and Greyser say. "As one laureate said to us, 'This is the prize that was awarded to Albert Einstein.' Enough said." Core values: "The core values are in The Will," Greyser says. "The essence of the... View Details

Keywords: by Carmen Nobel

June 2020
Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

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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... View Details

Keywords: by John Quelch; Banking; Financial Services

January–February 2019
Article

What Does Your Corporate Brand Stand For?

By: Stephen A. Greyser and Mats Urde

While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details

Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy

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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

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... View Details

Keywords: All Industries

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

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October 2007
Case

Colgate Max Fresh: Global Brand Roll-Out

By: John A. Quelch

In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details

Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico

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03 Feb 2015
News

Jury out on how win might affect Patriots brand

December 2005 (Revised January 2007)
Case

Ben & Jerry's: Preserving Mission & Brand within Unilever

By: James E. Austin and James Quinn

In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details

Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States

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Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger

Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details

Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy

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04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

lose $1.4 billion in value under Quaker's stewardship in just four years? How did Triarc restore most of that value in less than three years? What did Triarc do with such apparently effortless grace that... View Details

Keywords: by John Deighton; Food & Beverage

13 Apr 2021
News

Face Value

As a teenager in Houston, Texas, and one of the few Asian students in her high school, Vicky Tsai (MBA 2006) recognized that didn’t fit the accepted beauty standard. She was more drawn to the Western luxury skincare brands her mother sold... View Details

27 Jun 2014
News

The Value of Luxury Poseurs

September 2009 (Revised June 2011)
Case

Mercury Athletic: Valuing the Opportunity

By: Timothy A. Luehrman and Joel L. Heilprin

In January 2007, West Coast Fashions, Inc., a large designer and marketer of branded apparel, announced a strategic reorganization that would result in the divestiture of their wholly owned footwear subsidiary, Mercury Athletic. John Liedtke, the head of business... View Details

Keywords: Mergers ＆ Acquisitions; Sensitivity Analysis; Cost of Capital; Restructuring; Valuation; Cash Flow; Mergers and Acquisitions; Corporate Finance; Apparel and Accessories Industry

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