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Show Results For
- All HBS Web
(3,617)
- People (15)
- News (949)
- Research (2,115)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,495)
- April 2000 (Revised November 2000)
- Case
Computer Power Group: Designing Brand Architecture
Computer Power Group (CPG), an Australian-based consulting, education, and staffing placement firm in the IT industry, is contemplating a brand architecture capable of structuring its eight branded business units. CEO Peter James is particularly curious about whether a... View Details
Keywords: Brands and Branding; Employment Industry; Education Industry; Consulting Industry; Australia
Fournier, Susan M., and Andrea Carol Wojnicki. "Computer Power Group: Designing Brand Architecture." Harvard Business School Case 500-060, April 2000. (Revised November 2000.)
- 29 Mar 2013
- News
New Life for Old Brands
- Research Summary
Branding in Digital and Social Media
By: Jill J. Avery
This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands. The work explores the branding... View Details
- 23 Apr 2012
- Research & Ideas
How to Brand a Next-Generation Product
When Apple launched its latest iPad, experts and nonexperts alike expected it to be dubbed "iPad 3," a natural follow-on to the second-generation iPad 2. Instead, the company called the new iPad just that: "the new iPad." Observers debated whether... View Details
Keywords: by Carmen Nobel
- 23 Apr 2012
- News
The Paradox of Personal Branding
- 19 May 2011
- News
Brand Oprah Has Some Marketing Lessons
- 25 Feb 2011
- News
Building America's Most Innovative Brands
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, View Details
- January 2007
- Class Lecture
Brand Positioning (FSS)
By: Youngme E. Moon
Moon, Youngme E. "Brand Positioning (FSS)." Harvard Business School Class Lecture 507-055, January 2007.
- Jul 11 2023
- Interview
Consumer Brands Today: Q&A with Jill Avery
- 22 Dec 2020
- News
Dove: Maintaining a Brand with Purpose
- 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.
- 10 Sep 2012
- HBS Case
HBS Cases: Branding Yoga
positions taken by a number of people. It wasn't just a descriptive story." “There are two elements of brand authenticity, and they appeal to two different sorts of people” Deshpandé decided that the business of yoga would make a... View Details
- 03 Nov 2014
- News
Brand Lessons From the Nobel Prize
- 03 Nov 2014
- Research & Ideas
Brand Lessons From the Nobel Prize
Countless brilliant academics harbor hopes of someday winning a Nobel Prize, arguably the world's most prestigious award. But two renowned branding professors are interested in understanding what makes everyone covet the prize in the... View Details
Keywords: by Carmen Nobel
- 2014
- Other Teaching and Training Material
Marketing Reading: Brands and Brand Equity
By: Rohit Deshpandé and Anat Keinan
Deshpandé, Rohit, and Anat Keinan. "Marketing Reading: Brands and Brand Equity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8140, 2014.
- 16 Sep 2010
- News
Brands Bounce Back, With Some Casualties
- September–October 2024
- Article
How AI Can Power Brand Management
By: Julian De Freitas and Elie Ofek
Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.