Faculty News | HBS Working Knowledge | 23
How to Brand a Next-Generation Product
by John Gourville & Elie Ofek
Upgrades to existing product lines make up a huge part of corporate research and development activity, and with every upgrade comes the decision of how to brand it. Harvard Business School marketing professors John T. Gourville and Elie Ofek teamed up with London Business School's Marco Bertini to suss out the best practices for naming next-generation products.