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Show Results For
- All HBS Web
(3,618)
- People (15)
- News (950)
- Research (2,115)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,495)
- 23 Apr 2012
- News
The Paradox of Personal Branding
- 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.)
- 19 May 2011
- News
Brand Oprah Has Some Marketing Lessons
- 25 Feb 2011
- News
Building America's Most Innovative Brands
- 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
- 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
- Article
Brand Values and Capital Market Valuation
By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik
Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details
Barth, Mary, Michael B. Clement, George Foster, and Ron Kasznik. "Brand Values and Capital Market Valuation." Review of Accounting Studies 3, nos. 1-2 (1998): 41–68.
- Jul 11 2023
- Interview
Consumer Brands Today: Q&A with Jill Avery
- 29 Mar 2013
- News
New Life for Old Brands
- 22 Dec 2020
- News
Dove: Maintaining a Brand with Purpose
- 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.
- 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.
- 16 Sep 2010
- News
Brands Bounce Back, With Some Casualties
- 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.
- 03 Nov 2014
- News
Brand Lessons From the Nobel Prize
- 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
- 19 Mar 2014
- Research & Ideas
A Brand Manager’s Guide to Losing Control
Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in command. With an angry tweet, a happy... View Details
- 07 Jun 2016
- News