Understanding Brands, Module Note

Posted: 14 Jun 2009

See all articles by Anat Keinan

Anat Keinan

Harvard Business School

Jill Avery

Harvard Business School

Date Written: November 26, 2008

Abstract

For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.

Suggested Citation

Keinan, Anat and Avery, Jill J., Understanding Brands, Module Note (November 26, 2008). HBS Case No. 509-041; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1418590

Anat Keinan (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Jill J. Avery

Harvard Business School ( email )

Cambridge, MA
United States
6174958084 (Phone)

Register to save articles to
your library

Register

Paper statistics

Abstract Views
1,223
PlumX