Brand management

As commercials migrate from television to the Internet, marketers need to use different techniques to keep viewers watching--and to encourage them to...

A study on how consumers perceive design.

For the last decade, the Gallup Organization has surveyed the people of China, as both consumers of goods and employees of the companies that produce those goods. The data provide a unique picture of changing consumer attitudes, market opportunities, and management challenges.

Brand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal.

Four steps cut down on complexity.

An interview with Intuit chairman and cofounder Scott Cook

In our book MarketBusters, my colleague Ian MacMillan and I encouraged companies to think about how adding an emotional appeal to their offerings can...

Luxury goods marketers in China received some good news last month. After the country’s annual policy planning meeting, Minister of Commerce Chen Deming announced that Beijing would soon reduce tariffs and cut red tape on luxury goods imports. The decisions are in line with other policies that will stimulate domestic consumption and, the government hopes, […]

All the market research said that TF’s NextStage stores couldn’t miss. What went wrong?

This blog post is part of the HBR Online Forum The Future of Retail. Is the entire marketing profession headed in the wrong direction? My article (co-authored...

Marketers spend time and money trying to make products stand out so that they’ll be chosen. But what if novelty is having the opposite effect?

Few people outside the supply chain function used to care where products came from. Nowadays, everyone from company leaders to interest groups to consumers...

Two years ago Starbucks ran into trouble, and Schultz was called on to serve a second time as its CEO. In this edited interview, he talks about the effects...

You can execute product line extensions without confusing, and losing, your customers.

Business as usual is impossible. Now is a perfect time to re-evaluate.

And what needs to change if they want to improve.

It’s a mix of marketing and technology.

Which one should you invest in?

Thanks for all the comments so far about my take on branding - I'm enjoying the debate a great deal. Let me take a few secs to respond. First, who cares...

By targeting groups of emigrants abroad, emerging-market companies are building international brands.