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Sports Sponsorship to Rally the Home Team
Farrelly, Francis J.; Greyser, Stephen A.Article HBS-F0709E-EMarketingCompanies are beginning to use their brand-enhancing sponsorship of teams and events internally, to motivate employees or facilitate major structural change. Sports-related communications and incentives can create cohesion and foster pride in the company.Starting at €8.20
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What Does Your Corporate Brand Stand For
Greyser, Stephen A.; Urde, MatsArticle HBS-R1901E-EMarketingWhile most firms are adept at defining product brands, they're less sure-footed with their corporate brands. What exactly does a parent company's name represent, and how is it perceived in the marketplace? A strong corporate identity provides direction and purpose, boosts the standing of products, aids in recruiting, and shores up a firm's reputation. To help organizations define theirs, the authors have devised a tool called the "corporate brand...Starting at €8.20
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Peter Guber: The "Me" vs. "We" Brand
Greyser, Stephen A.; Ellet, William; Gayton, NelsonCase HBS-915401-EMarketingWell-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems and uncertainties affecting Mandalay Entertainment, a privately-owned company in which he is principal. Mandalay produces movies and television content, owns minor league baseball te...Starting at €8.20
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Peter Guber: The ''Me'' vs. ''We'' Brand, Teaching Note
Greyser, Stephen A.; Ellet, William; Gayton, NelsonTeaching Note HBS-915402-EMarketingWell-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems and uncertainties affecting Mandalay Entertainment, a privately owned company in which he is principal. Mandalay produces movies and television content, owns minor league baseball te...Starting at €0.00