Working Knowledge
Business Research for Business Leaders
COVID-19 Business Impact Center
Filter Results: (91) Arrow Down

Brands and BrandingRemove Brands and Branding →

New research on brands and branding from Harvard Business School faculty on issues including brand control in the age of the internet, developing and sustaining brand loyalty, and improving brand recognition across channels.
Page 1 of 91 Results →

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

Glossier, the digital-first, direct-to-consumer beauty brand considers shifting its strategy toward influencer marketing and paid media. Professor Jill Avery discusses her case study. Open for comment; Comment(s) posted.

Secrets for Creating a Long-Lasting Brand

by Sean Silverthorne

Brands can be magic in the marketplace. But just what are the components of a great brand? How do you build one? And how do they survive over time? Open for comment; Comment(s) posted.

Super Bowl Ads Sell Products, but Do They Sell Brands?

Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; Comment(s) posted.

Israel Turns 70: Does it Need a Rebrand?

When market research revealed that many people associated Israel with military and political conflict, the country knew a rebrand was in order. In this podcast, Elie Ofek discusses the campaign's results. Open for comment; Comment(s) posted.

The Ferrari Way

by Michael Blanding

Secretive sports car maker Ferrari opens up to Stefan Thomke about how it has bucked industry trends to achieve success. Open for comment; Comment(s) posted.

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Professor Geoff Jones examines the career of Helena Rubinstein, one of the trailblazing female entrepreneurs of the 20th century. Using guile, brilliant branding, and more than a few falsehoods, Rubinstein lifted cosmetics from an accessory item for prostitutes to a great luxury product during the Great Depression. Open for comment; Comment(s) posted.

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

by Danielle Kost

Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek. Open for comment; Comment(s) posted.

Calculators for Women: When Identity Appeals Provoke Backlash

by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why such identity appeals backfire. Identity appeals may fail equally whether they evoke negative or just milder stereotypes.

Who Will Measure up to These Two Remarkable Leaders?

by James Heskett

SUMMING UP. In the wake of the loss of two great CEOs, James Heskett asks which schools are ready to turn out the next generation of transformative leaders? Open for comment; Comment(s) posted.

L.A. Philharmonic Shows the American Symphony Orchestra Isn’t Dead Yet

Like many American symphony orchestras, the Los Angeles Philharmonic seemed dying on the vine, unable to attract younger audiences or new sponsors. Then new CEO Deborah Borda came aboard with a plan to revive the brand. Rohit Deshpande discusses his case study on the turnaround. Open for comment; Comment(s) posted.

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

by Dina Gerdeman

A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; Comment(s) posted.

Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

Longchamp's iconic but affordable Le Pliage bag is a conundrum for the company, explains Jill Avery in this podcast. Does an affordable luxury product work against the top-tier brand? Open for comment; Comment(s) posted.

A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders

by Carmen Nobel

Pauline Brown, a former top executive with French luxury goods conglomerate LVMH Moët Hennessy Louis Vuitton, now teaches a Harvard Business School course called The Business of Aesthetics, which culminates in a competition called “Aesthetic Idol.” Open for comment; Comment(s) posted.

Can Wynton Marsalis and Lincoln Center Save Jazz Music?

With its listenership in steep decline, jazz legend Wynton Marsalis is looking to rebrand the genre and engineer its comeback. Rohit Deshpande discusses his recent case study on the effort. Open for comment; Comment(s) posted.

The Impact of Campus Scandals on College Applications

by Michael Luca, Patrick Rooney, and Jonathan Smith

This paper explores the prevalence and impact of negative incidents at top United States colleges covered in the media, looking at data from 2001 through 2013. During this period, the authors identified 124 widely covered scandals. Scandals lead to large reductions in applications; a scandal covered in a long-form article has roughly the same impact on applications as a 10-ranking drop in the influential US News and World Report College Rankings.

Can Brand Trump Win a Presidency?

by John A. Quelch

Brand Trump has been used to market hotel rooms, ties, and an airline. Can it be extended to win the presidency? Marketing Professor John A. Quelch wonders if the message (and the messenger) is already growing thin. Open for comment; Comment(s) posted.

Fix This! Why is it so Painful to Buy a New Car?

by Sean Silverthorne

Car-buying sends shivers up the backbones of American consumers, so why hasn’t the industry stepped up to create a better experience? Leonard Schlesinger, Jill Avery, and Ryan Buell tell their own war stories and talk about how the battle might yet be won. Open for comment; Comment(s) posted.

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

by James Heskett

SUMMING UP. Boaty McBoatface may have been shot down as the social-media sourced name of a research vessel, but James Heskett's readers are up to their hip-boots in opinions on the matter. Open for comment; Comment(s) posted.

Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)

by Roberta Holland

Companies that come to epitomize a nascent market—think Starbucks and boutique coffee—can capture greater success than other startups, says Rory McDonald. Is there a roadmap to becoming a “cognitive referent”? Open for comment; Comment(s) posted.

Do CEO Activists Make a Difference? Evidence from a Field Experiment

by Aaron K. Chatterji and Michael W. Toffel

Corporate leaders are speaking out on social and environmental issues that are largely unrelated to their companies’ core businesses. Does such CEO activism actually change citizens’ opinions about these public issues—or their consumer attitudes toward these CEOs’ companies? Focusing on Apple CEO Tim Cook’s denunciation of potential discrimination resulting from Indiana’s proposed religious freedom law, this study finds that CEO activists can frame issues in ways that do influence public opinion, and to the same extent as political leaders. Moreover, while CEO activism risks alienating consumers who disagree with the CEO’s public stance, this study finds that Cook’s statements increased consumers’ intent to purchase Apple products, especially among those who agreed with Cook’s statements.