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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)
- 13 Sep 2010
- News
The Consumer Appeal of Underdog Branding
- 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
- 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
- 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
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
Quaker's hands, sold the brand to Cadbury Schweppes for about $1 billion. The turnaround would be astonishing in any industry, but especially in the beverage-marketing business, where short-lived brands are... View Details
- 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.
- 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
Can Brand Trump Win a Presidency?
- 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
- 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
Hawkins, David F. "Healthcare Brands Corporation." Harvard Business School Case 102-032, October 2001.
- 01 Mar 2021
- Blog Post
Building Sustainable Brands
Prior to attending HBS, Liz Thomas worked at Colgate-Palmolive, Kimberly-Clark Corporation, and Crossmark with a Bachelor of Science from the University of Illinois Urbana Champaign. Since graduating from HBS in 2018, Liz joined General Mills in a management role. We... View Details
- 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
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- November 1999 (Revised April 2001)
- Case
General Brands Corporation (B)
By: David F. Hawkins
Keywords: Consumer Products Industry
Hawkins, David F. "General Brands Corporation (B)." Harvard Business School Case 100-045, November 1999. (Revised April 2001.)
- 10 Sep 2012
- News
HBS Cases: Branding Yoga
- 01 Apr 2008
- News
The Brand Called Obama
- 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
Quelch, John A. "Heineken N.V.: Global Branding and Advertising." Harvard Business School Case 596-015, October 1995. (Revised January 1998.)