Logo Logo

The Product and the Brand, Harvard Business Review

Abstract

This article presents an examination of the effectiveness of qualitative research into consumer motives for improving corporate advertising and selling strategies. The article discusses the methods used for advertising various products and brands, implications for marketing and advertising, and the need for the analysis of consumer attitudes, behavior, and motives. Also presented are the contrasting profiles of competing brands including taxi drivers, salesman, grocery clerks, carpenters, and electricians.

Type

Article

Author(s)

Sidney Levy, Burleigh Gardner

Date Published

1955

Citations

Levy, Sidney, and Burleigh Gardner. 1955. The Product and the Brand. Harvard Business Review. 33(2): 33-39.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more