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  • All HBS Web  (3,818)
    • People  (15)
    • News  (947)
    • Research  (2,094)
    • Events  (8)
    • Multimedia  (69)
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  • 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
Keywords: by John A. Quelch; Advertising; Media & Broadcasting
  • 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
Keywords: by Kim Girard; Entertainment & Recreation
  • November – December 2008
  • Article

Branded for Good

By: John A. Quelch and Katherine Jocz
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Quelch, John A., and Katherine Jocz. "Branded for Good." The American: A Magazine of Ideas 2, no. 6 (November–December 2008).
  • November 2001
  • Case

Charles Schwab Corp.: Introducing A New Brand

By: Rajiv Lal and David Kiron
As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media... View Details
Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry
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Lal, Rajiv, and David Kiron. "Charles Schwab Corp.: Introducing A New Brand." Harvard Business School Case 502-020, November 2001.
  • summer 2001
  • Article

Branding Means Connecting

By: Nancy F. Koehn
Keywords: Brands and Branding; Customer Relationship Management
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Koehn, Nancy F. "Branding Means Connecting." New Business: Entrepreneurial Pursuits at Harvard Business School (summer 2001).
  • 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
Keywords: by Carmen Nobel; Advertising
  • May 2020 (Revised July 2020)
  • Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels
Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
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Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.)
  • 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
  • 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
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De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.
  • September 2015
  • Teaching Plan

Building Brand Infosys

By: Rohit Deshpandé
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Deshpandé, Rohit. "Building Brand Infosys." Harvard Business School Teaching Plan 516-018, September 2015.
  • October 2001
  • Case

Healthcare Brands Corporation

By: David F. Hawkins
A U.K. and a U.S. firm are entering into a merger agreement. Management must decide whether the merged companies should be domiciled in the United Kingdom and account for the merger as a pooling of interests or the United States and account for the merger as a... View Details
Keywords: International Accounting; Mergers and Acquisitions; Contracts; Health Industry; United Kingdom; United States
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Hawkins, David F. "Healthcare Brands Corporation." Harvard Business School Case 102-032, October 2001.
  • November 2008 (Revised August 2011)
  • Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
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Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
  • January 2016
  • Teaching Note

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Teaching Note for Accor: Strengthening the Brand with Digital Marketing case View Details
Keywords: Digital; Hospitality; Marketing; Marketing Channels; Marketing Strategy; Distribution Channels; Distribution; Travel Industry; France; Europe
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Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Teaching Note 316-103, January 2016.
  • 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 so in the future. It takes years... View Details
Keywords: by John Quelch; Banking; Financial Services
  • October 1995 (Revised January 1998)
  • Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch
Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details
Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry
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Quelch, John A. "Heineken N.V.: Global Branding and Advertising." Harvard Business School Case 596-015, October 1995. (Revised January 1998.)
  • Teaching Interest

Yum! Brands Case Study

Case Study Sessions, Summer 2016 and Summer 2017
Program for Research in Markets & Organizations View Details
Keywords: Strategy; Global Strategy; Food and Beverage Industry; China
  • November 1999 (Revised April 2001)
  • Case

General Brands Corporation (A)

By: David F. Hawkins
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Hawkins, David F. "General Brands Corporation (A)." Harvard Business School Case 100-009, November 1999. (Revised April 2001.)
  • May 2020
  • Teaching Note

Kraft Heinz: The $8 Billion Brand Write-Down

By: Jill Avery
Teaching Note for HBS Case No. 519-076. On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had... View Details
Keywords: Marketing; Marketing Strategy; Brands and Branding; Consumer Products Industry; Food and Beverage Industry; United States
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Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Teaching Note 520-114, May 2020.
  • June 2019
  • Case

Rachael Ray: Cooking Up a Brand

By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her... View Details
Keywords: Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship
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Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
  • September 23, 2004
  • Article

Case Study: Global Brands

By: John A. Quelch
Citation
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Quelch, John A. "Case Study: Global Brands." The Times (London) (September 23, 2004).
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