Article: This article is adapted from a speech presented as part of the American Marketing Association’s Executive Forum Series “Corporate Branding: Leveraging Your Company’s Key Intangible Asset” in New York in February.
Article: In five years of research and hundreds of lengthy interviews, HBS Professor Susan Fournier has delved into the complex relationship of consumers to brands. Her work, including a new typology of 15 types of consumer-brand relationships—from the "secret affair" to the "marriage of convenience"—offers new insights and perspectives for academics and executives alike.
Article: No longer just cheap imitations that undermine margins and weaken product categories, private labels now offer a range of opportunities for savvy manufacturers. In this excerpt from an article in the Harvard Business Review, David Dunne and Chakravarthi Narasimhan use one firm's experience to show that premium private labels can be not only viable but a major force in consumer goods.
Article: Does your U.S. brand play well overseas? If so, heed the words of Harvard Business School professor John Quelch: A swelling anti-American tide could wash away the international popularity of U.S. brands.