Brand - Publications - Faculty & Research

Managing symbolic and exclusive brands involves an inherent tradeoff. Managers seek to generate growth by extending the customer base to new segments and markets. Yet increased popularity can dilute the exclusivity of the View Details

21 Sep 2015
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Caught! Impact of emission cheating on VW’s brand and future in US

04 Aug 2020
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Glossier Built a Cult Brand and a Digital Community, but What’s Next?

02 Oct 2019
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Happy Millennials: How can brands tell stories for a generation for whom experience is capital

20 Jul 2010
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How to Measure Brand Value: Likes, Followers, Influencers, Views? No, Social Currency

18 Jun 2024
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How Natural Winemaker Frank Cornelissen Innovated While Staying True to His Brand

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How France’s Brand of Populism Differs from What Drove Brexit and Trump

11 Apr 2013
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Canada Goose CEO’s ‘aha’ moment: ‘I realized the brand was real’

04 May 2016
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What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

21 Apr 2014
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Mind the attention gap: What brands need to know about advertising today

22 Oct 2021
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How to Reshape Your Leadership Brand as You Start a New Role

07 Aug 2023
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How To Start Using The Power Of Storytelling In Your Personal Brand

19 Apr 2022
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More Brands Want Unique Synthetic Voices. How Do the Actors Providing Them Maintain Control?

14 Jun 2022
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Unilever Names New CEO as Big Brands Regroup, Tackling Consumer Shift

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Harvard Begins Case Study as Tainted MBAs Reveal Damaged Brand

The Nobel Prize and the Making of a Heritage Brand

The making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand

Building Your Personal Brand with Harvard Business School Professor Jill Avery

Prestige brands can expand their reach—and make their core customers proud