Brands And Branding - Publications - Faculty & Research

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 View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools

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... View Details

Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools

22 Jun 2010
News

Obama's Tarnished Brand

29 Mar 2013
News

New Life for Old Brands

July 2006 (Revised October 2006)
Case

Lenovo: Building A Global Brand

By: John A. Quelch and Carin-Isabel Knoop

Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China

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04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

conclusion that many marketing professionals are likely to resist: There is a vital interplay between the challenge a brand faces and the culture of the corporation that owns it. When View Details

Keywords: by John Deighton; Food & Beverage

22 Dec 2020
News

Dove: Maintaining a Brand with Purpose

1994
Book

Adding Value: Brands and Marketing in Food and Drink

By: Geoffrey Jones and Nicholas J. Morgan

Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details

Keywords: Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry

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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... View Details

Keywords: by John A. Quelch; Advertising; Media & Broadcasting

July 2012 (Revised July 2014)
Case

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis and Laura Velez Villa

In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details

Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Apparel and Accessories Industry; United States

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January 2007
Class Lecture

Brand Positioning (FSS)

By: Youngme E. Moon

Keywords: Brands and Branding; Product Positioning

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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

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... View Details

Keywords: by Carmen Nobel

16 Sep 2010
News

Brands Bounce Back, With Some Casualties

summer 2001
Article

Branding Means Connecting

By: Nancy F. Koehn

Keywords: Brands and Branding; Customer Relationship Management

Citation

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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03 Nov 2014
Research & Ideas

Brand Lessons From the Nobel Prize

comprehensive field-based study and analysis of the Nobel Prize from a brand and reputation perspective. "In a real sense, everybody knows what the Nobel Prize is View Details

Keywords: by Carmen Nobel

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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