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Show Results For
- All HBS Web
(4,808)
- People (18)
- News (1,515)
- Research (2,422)
- Events (12)
- Multimedia (87)
- Faculty Publications (1,571)
- 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... View Details
- 23 Jan 2008
- Op-Ed
A House Divided: Investment or Shelter?
Dictionaries are not static. Some words go unused for so long that lexicographers dub them archaic. Definitions also gravitate to that catch-bin. The plummeting housing market has forced a reevaluation, not just 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
- February 2017
- Case
Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand
By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu
The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details
Keinan, Anat, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, and Zhiyan Wu. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case 517-032, February 2017.
- 26 Jan 2010
- News
Lessons for the American housing market
- 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
Rangan, V. Kasturi, and Marie Bell. "H-E-B Own Brands." Harvard Business School Case 502-053, February 2002. (Revised December 2003.)
- May 2020 (Revised August 2022)
- Teaching Note
Direct to Consumer Brands
By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. 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 attain valuations... View Details
- 2007
- Report
The Branding of Next Generation Products
By: Marco Bertini, John T. Gourville and Elie Ofek
- 04 Mar 2025
- News
The Evolution of Luxury Brand Porsche
- 10 Oct 2007
- Research & Ideas
“Blank” Inside: Branding Ingredients
the quality of what's inside. We need the assurance of the Sunkist brand. A variant on this theme is ingredient branding: putting the brand of an... View Details
- 24 Apr 2014
- News
Addressing the housing needs of India’s poor
community engagement, design, and affordability as the key elements of improving housing conditions for the poor. It provides an alternative to traditional models of... View Details
- Article
Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride
By: Silvia Bellezza and Anat Keinan
This research examines how core consumers of selective brands react when non-core users obtain access to the brand. Contrary to the view that non-core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which... View Details
Bellezza, Silvia, and Anat Keinan. "Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride." Journal of Consumer Research 41, no. 2 (August 2014): 397–417.
- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; "Marketing Analytics"; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Communications Industry; Consumer Products Industry; Retail Industry; United States
Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
- 23 Jun 2010
- News
The perils of a tarnished brand
- 17 Oct 2007
- Research & Ideas
Why Global Brands Work
bureaucracy in which regional managers exaggerate the need for local adaptations to defend their turf; and a deteriorating market share, financial performance, and stock price. Fords worldwide should have a common look, feel, and brand... View Details
- 05 Oct 2010
- News
In Charge of a Beloved Brand
- 22 Feb 2022
- News
Brand New
Rob Sundy (MBA 2004) has an unabashed fondness for Americana. It’s an interest he traces back to an unexpected source: his time as a paratrooper in the 82nd Airborne. “It’s a historic unit,” says the West Point graduate, noting that many View Details
- Fast Answer
Affordable housing resources
Where can I begin my research on affordable housing in the United States? Resource Type Suggested Resources Research Guides and Databases These guides highlight the top Baker Library resources to begin research on a specific topic... View Details
- January 2014 (Revised February 2015)
- Case
YouTube for Brands
By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry
Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)