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Show Results For
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All HBS Web
(1,276)
- People (1)
- News (237)
- Research (811)
- Events (1)
- Multimedia (4)
- Faculty Publications (315)
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,...
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Keywords:
Advertising Campaigns;
Trade;
Marketing Strategy;
Market Entry and Exit;
Performance Evaluation;
Germany;
United States
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
- 23 Apr 2012
- Research & Ideas
How to Brand a Next-Generation Product
notice a new name.” Like Apple, most consumer-centric companies deal with the dilemma of how to brand the next- generation of an existing product. Product upgrades make up the majority of corporate research...
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Keywords:
by Carmen Nobel
- 16 Jun 2003
- Research & Ideas
Peeling Back the Global Brand
Corporate Brands Crossing Borders In the second presentation of the Global Brands session, HBS professor Douglas Holt described a work in progress that he is conducting with...
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- 13 Mar 2005
- Research & Ideas
The Tricky Business of Nonprofit Brands
their donors and not attempt to be all things to all people. By aligning the current mission with their target donors, nonprofits can create a brand identity that both more accurately reflects the...
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Keywords:
by Manda Salls
- 22 Dec 2020
- Cold Call Podcast
Dove: Maintaining a Brand with Purpose
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
built from the ground up and rebuilt again when the competitive landscape shifts. A Good Place to Start Super Bowl Ads Sell Products, but Do They Sell Brands?Super Bowl advertising is increasingly about using storytelling to sell View Details
- 23 Apr 2012
- News
How to Brand a Next-Generation Product
- 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
- February 2017
- Case
Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand
By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu
The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese...
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Keinan, Anat, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, and Zhiyan Wu. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case 517-032, February 2017.
- 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...
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Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. The consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's...
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- 03 Nov 2014
- Research & Ideas
Brand Lessons From the Nobel Prize
brand heritage as "a dimension of a brand's identity found in its track record, longevity, core values, use of symbols and particularly in an organizational belief that history is important." The Nobel Prize...
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Keywords:
by Carmen Nobel
- 31 Jul 2020
- Blog Post
Building a DTC Brand Through COVID
Farah Azmi is a rising EC student at HBS and proud member of Section B. Farah spent her undergrad at University of Utah, majoring in finance. She worked at Barclays in investment banking and after at Tommy Hilfiger in corporate strategy....
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- September 2022
- 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...
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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.
- December 2005 (Revised January 2007)
- Case
Ben & Jerry's: Preserving Mission & Brand within Unilever
By: James E. Austin and James Quinn
In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer...
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Keywords:
Brands and Branding;
Problems and Challenges;
Mergers and Acquisitions;
Mission and Purpose;
Social Enterprise;
Management Teams;
Governing and Advisory Boards;
Value Creation;
Corporate Governance;
Employee Relationship Management;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
Retail Industry;
United States
Austin, James E., and James Quinn. "Ben & Jerry's: Preserving Mission & Brand within Unilever." Harvard Business School Case 306-037, December 2005. (Revised January 2007.)
- December 2018
- Case
Corporate Transformation at Merck KGaA, Darmstadt, Germany
By: Joseph B. Fuller, Amy C. Edmondson, Daniela Beyersdorfer and Tonia Labruyere
When Stefan Oschmann became CEO and chairman of the executive board of Merck KGaA, Darmstadt, Germany, in 2016, the company had started its transformation from a mid-tier traditional German industry player to a global modern science and technology player. The...
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Keywords:
Corporate Governance With Family Ownership;
Transformation;
Change Management;
Restructuring;
Corporate Governance;
Family Ownership
Fuller, Joseph B., Amy C. Edmondson, Daniela Beyersdorfer, and Tonia Labruyere. "Corporate Transformation at Merck KGaA, Darmstadt, Germany." Harvard Business School Case 319-072, December 2018.
- August 14, 2005
- Article
Charities Begin at Home—Then They Develop a Brand Name That Corporates Can Only Dream of
By: John A. Quelch
Quelch, John A. "Charities Begin at Home—Then They Develop a Brand Name That Corporates Can Only Dream of." Independent (London) (August 14, 2005).
- September–October 2016
- Article
Growing New Corporate Businesses: From Initiation to Graduation
By: Sebastian Raisch and Michael Tushman
Large companies initiate many new businesses, but few of them reach scale. The ambidexterity literature describes how companies create exploratory businesses, but says little about how they subsequently scale these businesses. The strategy literature uses real option...
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Keywords:
Ambidexterity;
Comparative Case Study;
Corporate Venturing;
Exploration;
Organization Design;
Real Option Theory;
Organizational Design;
Corporate Strategy;
Corporate Entrepreneurship
Raisch, Sebastian, and Michael Tushman. "Growing New Corporate Businesses: From Initiation to Graduation." Organization Science 27, no. 5 (September–October 2016).
- November 2016
- Case
Jollibee Foods Corporation
By: Boris Groysberg and Katherine Connolly
When Tony Tan Caktiong stepped down as president and CEO of Jollibee Foods Corporation (JFC) in mid-2014, Ernesto Tanmantiong, his younger brother, succeeded him. In 2016, the brothers were working together to realize the company’s vision of making JFC a truly...
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Keywords:
Values;
Vision;
Fast Food;
Values and Beliefs;
Goals and Objectives;
Expansion;
Philippines
Groysberg, Boris, and Katherine Connolly. "Jollibee Foods Corporation." Harvard Business School Case 417-045, November 2016.
- 12 Jan 2022
- News