Publications

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

January 2007
Class Lecture

Brand Positioning (FSS)

By: Youngme E. Moon

Keywords: Brands and Branding; Product Positioning

Find at Harvard

16 Sep 2010
News

Brands Bounce Back, With Some Casualties

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

Find at Harvard

17 Mar 2014
News

Social Media And Branding

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

September 2015
Teaching Plan

Building Brand Infosys

By: Rohit Deshpandé

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

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

07 Jun 2016
News

Can Brand Trump Win a Presidency?

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

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

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

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

Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger

Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details

Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy