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Show Results For
- All HBS Web
(3,613)
- People (15)
- News (949)
- Research (2,115)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,497)
- 23 Apr 2012
- News
The Paradox of Personal Branding
- 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
- 19 May 2011
- News
Brand Oprah Has Some Marketing Lessons
- 25 Feb 2011
- News
Building America's Most Innovative Brands
- December 2015
- Teaching Plan
YouTube for Brands
By: Thales S. Teixeira and Matthew G. Preble
This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "YouTube for Brands," HBS No. 514-048. View Details
- 22 Jun 2010
- News
Obama's Tarnished Brand
- 01 Sep 2008
- News
The Levitt Brand
LEVITT The details differ slightly, but the story, in its telling, is always the same. Ninety or so MBA students sit nervously awaiting the start of their first Marketing class. At the appointed time — not a minute more or less — a slight man with bushy eyebrows and an... View Details
- 01 Sep 2003
- News
The Levitt Brand
A consultant and professor with a Ph.D. in economics from Ohio State University, Ted Levitt had already published two articles in the Harvard Business Review when he joined the HBS faculty in 1959. One year later, observed HBS marketing professor emeritus Stephen A.... 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.
- 13 Sep 2010
- Research & Ideas
The Consumer Appeal of Underdog Branding
attractive. Why? The reason might be an increasing willingness on the part of consumers to identify with the underdog. In today's economically difficult times, it appears, underdog brands are gaining psychological, and real, power in the... View Details
Keywords: by Martha Lagace
- 22 Dec 2020
- News
Dove: Maintaining a Brand with Purpose
- 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.
- 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
- 16 Sep 2010
- News
Brands Bounce Back, With Some Casualties
- 29 Mar 2013
- News
New Life for Old 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
- Jul 11 2023
- Interview
Consumer Brands Today: Q&A with Jill Avery
- 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
- 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