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Show Results For
- All HBS Web
(10,202)
- People (56)
- News (2,642)
- Research (5,664)
- Events (34)
- Multimedia (73)
- Faculty Publications (3,527)
- 19 Mar 2014
- Research & Ideas
A Brand Manager’s Guide to Losing Control
Criticism, and The Age of Parody. "We tried to extrapolate bigger themes that would be helpful to brand managers as they looked at this new culture," Avery says. The Age of the Social Collective... View Details
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
enthusiasm of Trump's core supporters. The other path is to keep on doing what's worked so far: an appealing slogan, outrageous comments that eat up the oxygen in the daily news cycle, an emphasis on a few core issues. The marketing... 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.)
- 26 Jun 2012
- HBS Conference
Business History - Incorporating New Research into Course Development
- 07 Jun 2010
- Research & Ideas
Improving Brand Recognition in TV Ads
Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers... View Details
- January 2015 (Revised July 2015)
- Case
Jimmy Choo
By: Anat Keinan and Sandrine Crener
Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details
Keywords: Luxury Brand; Fashion; Designer Brand; Shoe; Fashion Accessories; Retail; Entrepreneurship; Branding; Brand Positioning; New Market Development; Entry Into China; Luxury Chinese Market; Global Brands; Growth Strategy; Jimmy Choo; Christian Louboutin; China; Globalized Firms and Management; Marketing Strategy; Market Entry and Exit; Luxury; Cross-Cultural and Cross-Border Issues; Brands and Branding; Fashion Industry; Apparel and Accessories Industry; China; Great Britain
Keinan, Anat, and Sandrine Crener. "Jimmy Choo." Harvard Business School Case 515-073, January 2015. (Revised July 2015.)
- 09 Feb 2018
- Working Paper Summaries
Developing Novel Drugs
- October 29, 2020
- Article
How to Build a Digital Brand That Lasts
By: William Collis and David Collis
What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details
Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
- 13 Sep 2010
- Research & Ideas
The Consumer Appeal of Underdog Branding
Picture the Jamaican bobsled team going for the gold at the Winter Olympics. Or competitors in what seem fundamentally unbalanced battles: the Chicago Cubs versus the New York Yankees, Apple versus Microsoft, and Southwest Airlines versus... View Details
Keywords: by Martha Lagace
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
(Editor's note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business. It is reprinted on HBS Working Knowledge.) Recent news coverage of the cosmetic name change... View Details
- 17 Apr 2014
- News
York Street Partners, Busbud Take Top Honors in Alumni New Venture Competition
With online crowd votes from more than 1,200 alumni and MBA students, the winners of the 2014 alumni New Venture Competition have been crowned. Winner of the crowd-voted Most Innovative and Greatest Impact categories is York Street... View Details
- Person Page
Course Development
By: Debora L. Spar
Managing International Trade and Investment
Despite the ease with which it is often conducted, doing business across borders is not the same as doing it at home. Rather, it entails a whole new set of managerial challenges: re-assessing competitive... View Details
- September 2022 (Revised January 2025)
- Case
The Pokémon Company: Evolving into an Everlasting Brand
By: Tomomichi Amano and Masaki Nomura
Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that... View Details
Keywords: Advertising; Brands and Branding; Marketing Strategy; Consumer Behavior; Growth and Development Strategy; Video Game Industry; Japan
Amano, Tomomichi, and Masaki Nomura. "The Pokémon Company: Evolving into an Everlasting Brand." Harvard Business School Case 523-022, September 2022. (Revised January 2025.)
- 09 Jul 2024
- Cold Call Podcast
Non-Fungible Tokens (NFTs) and Brand Building
- 1994
- Chapter
The Product Development Imperative: Competing in the New Industrial Marathon
By: K. B. Clark and T. Fujimoto
Clark, K. B., and T. Fujimoto. "The Product Development Imperative: Competing in the New Industrial Marathon." In The Relevance of a Decade: Essays to Mark the First Ten Years of the Harvard Business School Press, edited by Paula B. Duffy. Boston, MA: Harvard Business School Press, 1994.
- 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
- 1999
- Working Paper
Development Webs: A New Paradigm in High Technology Product Development?
- November 2007 (Revised March 2009)
- Case
Allston: Brand vs. Architecture
By: Andre F. Perold, Arthur I Segel and Christopher M. Gordon
Harvard President Lawrence Summers had presided over the final interviews of world-renowned architects being considered for the science complex planned for Harvard's expanded campus in Allston. The selection process had absorbed nine months in 2005 and amplified the... View Details
Keywords: Decision Choices and Conditions; Brands and Branding; Design; Urban Development; Selection and Staffing; Construction Industry; Boston
Perold, Andre F., Arthur I Segel, and Christopher M. Gordon. "Allston: Brand vs. Architecture." Harvard Business School Case 208-079, November 2007. (Revised March 2009.)