An effective brand resonates with consumers and powers their purchasing decisions. According to a study by global communications firm Edelman, 81 percent of consumers need to trust a brand before considering a purchase. Once that trust is won, they’re more likely to buy from that brand first, stay loyal, and champion it.
Yet, in today’s crowded marketplace, competing for consumers’ attention—and actually capturing and retaining it—has never been more difficult. That’s why Harvard Business School Online is excited to announce its newest course: Creating Brand Value.
View VideoThis six-week certificate course will equip you with immediately applicable frameworks and tools to craft and communicate brands that deliver maximum value to your consumers and company. You’ll learn how strong, differentiated brands nurture relationships and deliver a competitive advantage—and how to build and manage yours to stay ahead.
Creating Brand Value is taught by Dr. Jill Avery, a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator at Harvard Business School. She’s managed and studied brands for over 30 years, bridging practice and academia. Avery started her career in advertising before becoming a management executive for leading consumer brands like Gillette, Braun, Sam Adams, and AT&T.
Related: Get a sneak peek from Avery by listening to her discuss how to build a winning brand portfolio on The Parlor Room podcast or watch the episode on YouTube.
“We’re thrilled to offer this program by Jill Avery, who has deep expertise in the field,” says Senior Managing Director of HBS Online Simeen Mohsen. “This course will help you create, nurture, and manage your brand’s value, whether you’re a marketing professional, a general manager, a consultant, or an entrepreneur.”
Throughout the course, you’ll immerse yourself in real-world branding examples from an unmatched breadth of organizations—from the world’s top consumer companies to emerging startups. You’ll be introduced to executives from the likes of Budweiser, Glossier, The LEGO Group, Marriott International, Brandless, and Unilever. As you learn from their experiences, you’ll develop tools and skills you can apply to your company’s brand.
In Creating Brand Value, you’ll:
- Define what a brand is and how to use it as a competitive advantage
- Craft a compelling positioning statement and resonant brand story
- Understand the roles brands play in consumers’ lives and the importance of building enduring brand communities
- Learn how to manage brands over time to maximize their value
- Explore how brands create shareholder value and why it’s vital to invest in yours
While learning how to enhance your company’s brand, you’ll have the opportunity to grow your own and build your personal network. Before, during, and after the course, you can access a global community of like-minded business professionals to ask questions and share experiences and expertise to accelerate your learning, broaden your perspective, and challenge your worldview.
Enrollment for this six-week certificate course is now open through October 17, 2024. The program will begin on October 23. For more information or to enroll, visit our Creating Brand Value page.