When will I get access to the course?

Once your payment is successfully processed, you’ll receive an email granting you access to the course content within two hours. To maximize your 90-day access period, we strongly recommend logging into the course platform as soon as you receive this notification. If you plan to pay online using a credit card, you may do so at any time. If you’ve selected an alternative payment method, please allow additional time for processing: Western Union - 3 business days Domestic Wire - 5 business days International Wire - 14 business days Loans - 12 business days

What are the learning requirements in order to successfully complete the course, and how are grades assigned?

Participants in Creating Brand Value are eligible for a Certificate of Completion from Harvard Business School Online. Participants are expected to fully complete all coursework in a thoughtful and timely manner. This means completing each course module and fully answering questions posed therein by the required deadline. In addition to module assignment completion, we expect participation in the social learning elements of the course by offering feedback on others’ reflections and contributing to conversations on the platform. Participants who fail to complete the course requirements won’t receive a certificate or be eligible to retake the course. More detailed information on course requirements will be communicated at the start of the program. No grades are assigned for Creating Brand Value. Participants will be evaluated as complete or not complete.

What materials will I have access to after completing Creating Brand Value?

You’ll have access to the materials in every prior module as you progress through the program. At the end of each module, you’ll also receive a downloadable PDF summary of the main takeaways. We hope these serve as a helpful resource after you finish the course. Access to course materials and the course platform ends after the 90-day on-demand access window.

How should I list my certificate on my resume?

Once you've earned your Certificate of Completion, list it on your resume along with the date of completion: Harvard Business School Online Certificate in Creating Brand Value [On-Demand Start Month and Year] List your certificate on your LinkedIn profile under "Education" with the language from the Credential Verification page: School: Harvard Business School Online Dates Attended: [The year you participated in the program] Degree: Other; Certificate in Creating Brand Value Field of Study: Leave blank Grade: Complete Activities and Societies: Leave blank For the program description on LinkedIn, please use the following: Creating Brand Value is a 5-module, 45-50 hour online certificate program from Harvard Business School. Creating Brand Value is designed for those who want to craft and communicate brands that deliver maximum value to their consumers and company. Participants explore how strong, differentiated brands deliver a competitive advantage, and learn how to build and manage their brand to stay ahead.

Marketing

Creating Brand Value

Build, manage, and measure brands that create competitive advantage, strengthen customer relationships, and drive long-term business value. Learn on your schedule with 90 days of full access starting the day you enroll.

Format
On-Demand
Time
23-40 hrs, 5-8 hrs/module
Price
$1,949

Request Info

Key Concepts

Define what a brand is and how it can be used 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 your brand

Who Will Benefit

Transform your brand into your company’s competitive edge and learn how to nurture and maximize its value over time.

This course really exceeded my expectations. I now feel that I have the tools and framework to understand much better a brand, its existing value, its potential, and the ways (strategies & tactics) to enhance it. Thank you so much for this learning experience.
Constantinos Sdrolian

82%

Felt more confident leading initiatives at work

11X

Return on investment, with 24% of HBS Online learners reporting an average $20,466 salary increase

91%

Acquired new skills that were immediately applicable

What You'll Earn

Learn More

Certificate of Completion
Boost your resume with a Certificate of Completion from HBS Online
Earn by completing this course

**Certificate of Specialization**
Prove your mastery of marketing
Earn by completing any three courses in this subject area to earn a Certificate of Specialization

Course Syllabus

5 Modules, 30-35 Hours, 90-day access window

Download full syllabus (pdf)

Module 1

The Value of Brands

8 Hours

Explore what a brand is and how it creates value for consumers. Understand why brands are among a company’s most valuable assets and evaluate different methods businesses use to build and maintain brand equity.

Highlights

0:34

Ricardo Marques, Vice President of Marketing, Michelob ULTRA

0:32

Tina Sharkey, Co-Founder and Former CEO, Brandless

Module 2

Brand Storytelling

8 Hours

Articulate the characteristics of a compelling brand story and assess the power of storytelling on consumer-based brand equity.

Highlights

0:33

Phyllis Rothschild, Chief Marketing Officer, Pete & Gerry's Organics

0:51

Elif Akarlilar, Chief Brand Officer, Mavi

Module 3

Consumer-Brand Relationships

6 Hours

Identify the roles brands play in customers’ lives and differentiate between the different types of relationships consumers form with brands, the rules that govern those relationships, and how to negotiate them over time to create mutual value.

Highlights

0:55

Mike Moynihan, Senior Vice President of Brand, Marketing, Insights, and Partnerships, The LEGO Group

0:47

Kyle Leahy, CEO, Glossier

Module 4

Managing Brands Over Time to Maximize Value

7 Hours

Discover how to reposition a brand to maintain its competitive edge, leverage existing equity to bring it into a new market, and manage a portfolio of diverse brands.

Highlights

0:46

Tina Edmundson, President, Luxury, Marriott International

0:57

Brian Perkins, CEO, Budweiser Brewing Group UK & Ireland

Module 5

Brand Valuation

5 Hours

Understand how brands create value for firms and their shareholders and how to estimate a brand’s asset value and calculate its return on investment.

Highlights

0:55

Jill Avery – Three Brand Valuation Methods

0:40

Masahiko Uotani, Chairman and CEO, Shiseido Company

Concepts

What Is the Value of a Brand?
Brand Valuation Techniques
The Return on Investment of Branding
Investing in Brands
Course Summary

Featured Exercises

Evaluate the factors that determine a brand’s value
Discuss issues companies may face due to the lack of standardized brand valuation approaches
Summarize the benefits and risks of increasing brand investments
Consider how companies can build consumer- and firm-based brand equity
Articulate the top course lessons you plan to apply to your organization

Led by World-Renowned HBS Faculty

HBS Online courses are taught by Harvard Business School faculty, bringing the renowned HBS classroom experience directly to you.

Experience

Creating Brand Value 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 deliver a competitive advantage—and how to build and manage yours to stay ahead.

Immersive Learning

Stay active by engaging in a new activity every three to five minutes.

See how the HBS Online course platform engages you in social learning. You exchange ideas, offer input, and seek out viewpoints from a community of learners gathered from around the globe. In the process, you learn from each other’s experiences and perspectives, and leave the program with a broader outlook on the world.

Real-World Connections

Get social by collaborating and networking with a global community of peers before, during, and after the course. Learners who successfully complete an HBS Online program are added to the HBS Online Community's Official Networking Group and gain exclusive access to events and other networking opportunities.

Real-World Cases

Immerse yourself in real-world, case-based examples brought to life by experts at top consumer brands, including Marriott International, Glossier, Dove Men+Care, The LEGO Group, Budweiser, Michelob ULTRA, and Mavi.

Our courses allow you to apply your learning through
real-world examples and experience Harvard Business School’s signature case
method. Business leaders will share challenges they’ve faced. As the story
unfolds, you’ll leverage course concepts, vital tools and frameworks, and the
diversity of your peers’ perspectives to analyze the problem and determine a
path forward.

Real-World Outcomes