Introduction to Creating Brand Value

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Creating Brand Value

$1,850
Next 6-week session starts October 23rd
Build brands that deliver maximum value to your consumers and company.
6
weeks
6-8
hours per week
5
modules
Self-Paced
with regular deadlines

 This course earns you a Certificate of Completion from HBS Online. What you earn.

Overview
Syllabus
Enrollment
Stories
FAQs

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.
Not only was I able to expand my network so that I know someone in every major city around the world, but it also helped me land a job at a company that I absolutely love.
Carlvin Sylvain Dorvilier
Advertising specialist
BS in Advertising/Integrated Marketing Communications, Ferris State University
Create, nurture, and manage your organization or client’s brand strategy and value.
"HBS Online courses are excellent for anyone who wishes to learn more about a particular subject area or further develop their career."
Corina Cristea Lavoie
Corporate Services Manager at Debevoise & Plimpton LLP
Develop strategic frameworks and tools to launch or grow your brand in the consumer and retail industry.
"This was an excellent course with concepts that were immediately applicable to my consulting business."
Kerri Roche
Owner and Strategic Planner, Sift Strategic Planning at Sift Strategic Planning
Master of Business Administration, Memorial University of Newfoundland

What You Earn

Certificate of Completion

Certificate of Completion

Boost your resume with a Certificate of Completion from HBS Online

Earn by: completing this course

Syllabus

5 Modules, 40-45 Hours
Download full syllabus
8
hrs
Module 1

The Value of Brands

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

Ricardo Marques, Vice President of Marketing, Michelob ULTRA
Tina Sharkey, Co-Founder and former CEO, Brandless
The Five-Step Process of Branding
ShowHide Details

Concepts

  1. What Is a Brand?
  2. Branding as a Source of Sustainable Competitive Advantage
  3. The Path from Branding Investment to Shareholder Value (A Five-Step Process of Branding)
  4. The Contemporary Brandscape

Featured Exercises

  • Uncover points of brand differentiation
  • Write a brand positioning statement outlining the customer value proposition
  • Analyze each step of the branding process
8
hrs
Module 2

Brand Storytelling

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

Highlights

Elif Akarlilar, Chief Brand Officer, Mavi
Gerald Zaltman, Professor Emeritus, Harvard Business School
Phyllis Rothschild, Chief Marketing Officer, Pete & Gerry's Organics
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Concepts

  1. Uncovering What Brands Mean to Consumers
  2. The Customer Value Proposition as the Foundation for Brand Storytelling
  3. The Types of Stories Brands Tell
  4. Brand Storytelling Fundamentals
  5. Connecting Stories to Culture

Featured Exercises

  • Use an innovative market research technique to uncover, analyze, and interpret brand equity’s different dimensions
  • Craft a resonant brand story for your target consumers
8
hrs
Module 3

Consumer-Brand Relationships

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

Kyle Leahy, CEO, Glossier
Mike Moynihan, Senior Vice President of Brand, Marketing, Insights, and Partnerships, The LEGO Group
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Concepts

  1. Consumer-Brand Relationships
  2. Negotiating Consumer-Brand Relationships
  3. Creating a Brand Community
  4. Managing a Brand Community

Featured Exercises

  • Practice the steps of developing “relational intelligence”
  • Evaluate brand communities’ impact on consumers and companies
  • Assess the importance of each step of negotiating consumer-brand relationships
9
hrs
Module 4

Managing Brands Over Time to Maximize Value

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

Sharon MacLeod, former Global Vice President, Dove Men+Care
Tina Edmundson, President, Luxury, Marriott International
Brian Perkins, CEO, Budweiser Brewing Group UK & Ireland
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Concepts

  1. The Evolution of Brand Meaning Over Time
  2. Extending Brands for Growth
  3. Brand Portfolio Strategy
  4. Extending a Brand Across Geographies

Featured Exercises

  • Discuss brand repositioning
  • Assess the advantages and disadvantages linked with brand extension strategies
  • Articulate the opportunities and challenges associated with global branding
8
hrs
Module 5

Brand Valuation

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

Frederick Ilchman, Chair, Art of Europe, Museum of Fine Arts Boston
Masahiko Uotani, Chairman and CEO, Shiseido Company
ShowHide Details

Concepts

  1. What Is the Value of a Brand?
  2. Brand Valuation Techniques
  3. The Return on Investment of Branding
  4. Investing in Brands
  5. 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
Free E-Book

Your Guide to Online Learning Success

If you’re interested in exploring online education but aren’t sure where to start, this guide is for you.

Our Difference

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

About the Professor

Jill Avery
Creating Brand Value

Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator
“This course melds art and science to unpack the creativity and research behind iconic brands, so that you can apply successful strategies and tactics to your product, service, or organization.”

Dates & Eligibility

Starting
Oct
23
6 Weeks  $1,850 + applicable international taxes
Enrollment deadline October 17
View weekly calendar
Enroll Now
Starting
Feb
12
6 Weeks  $1,850 + applicable international taxes
Enrollment deadline February 6
Enroll Now
  • No documentation required

All learners must be at least 18 years of age, proficient in English, and committed to learning and engaging with fellow participants throughout the course.

Learn about bringing this course to your organization.

Learner Stories

90%
are more self-assured at work
Not only was I able to expand my network so that I know someone in every major city around the world, but it also helped me land a job at a company that I absolutely love.
Carlvin Sylvain Dorvilier
Advertising specialist
BS in Advertising/Integrated Marketing Communications, Ferris State University
My favorite part of the program was interacting with my cohort members where I received valuable shared experiences, feedback and was able to be a thought partner around strategies and best practices in varying scenarios.
Raymond Porch
Manager of Diversity Programs at Boston Public Schools
* Source: 2022 surveys and course data
 
All FAQs

Creating Brand Value FAQs

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. This course also features recommended weekly deadlines to help ensure your cohort proceeds through the course at a similar pace and can take full advantage of social learning opportunities. In addition to module and 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 will not receive a certificate and will not be eligible to retake the course.

More detailed information on course requirements will be communicated at the start of the course. No grades are assigned for Creating Brand Value. Participants will either be evaluated as complete or not complete.

You will have access to the materials in every prior module as you progress through the program. Access to course materials and the course platform ends 60 days after the final deadline in the program.

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
[Cohort Start Month and Year]

List your certificate on your LinkedIn profile under "Education" as follows:

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

Description:

Creating Brand Value is a 6-week, 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.

 

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