Explore branding as a collective meaning-making process—a collaboration between firms, consumers, and other cultural creators. Supercharge your ability to craft, communicate, and manage brands that create value for consumers and your business.
Dates
May 28 – 31, 2025
Status
Accepting Applications
Format
In-Person
Location
HBS Campus
Fee
$11,750
Application Due
May 18, 2025
The program fee covers tuition, program materials, accommodations, and most meals.
A strong consumer brand is vital to sustaining a competitive advantage. But with an increasingly diverse, skeptical, and empowered consumer base, achieving a brand's full potential has never been more difficult.
Creating Brand Value helps you build the cultural and relationship prowess that business-to-consumer (B2C) brand managers need. Expand your understanding of today's branding challenges and discover best practices for designing, curating, and managing successful brands.
Key Program Features
Key Topics
Understand how brands create value for consumers and businesses
Improve or establish brand positioning that resonates with today's consumers
Identify forces influencing brand relevance
Assess opportunities and challenges associated with brand extensions that span geographies, product categories, and demographics
Measure and maintain consumer-based brand equity
Leverage a brand as a significant corporate asset
Utilize insights to build your own personal brand
Program Format
4
days on the HBS campus
12–15
hours of pre-program work
Case materials and a detailed schedule will be made available approximately two weeks prior to program start.
Who Should Attend
Mid to senior-level marketing executives charged with creating, nurturing, and managing brand value
Entrepreneurs who want to create or grow their brands in the consumer/retail space
Consumer and retail sector general managers engaged in growth strategy
CEOs, CMOs, and other senior leaders who want to invest in the asset value of their brands
Individuals and teams are welcome to attend. Sending two or more representatives from your organization fosters teamwork and amplifies program impact.
HBS offers a self-paced, online version of this program for individuals with less work experience or teams over 20.
Global Perspective
13%
Asia Pacific
18%
Europe
18%
Latin America
5%
Middle East
46%
North America
Top Industries Represented
21%
Professional Services
18%
Consumer Products
10%
Manufacturing
8%
Nonprofit Services
5%
Financial
5%
High Technology
5%
Retail Services
3%
Chem/Pharma/Bio
3%
Education
3%
Hospitality
Experience
Years Worked
13%
Less than 10 years
31%
10-14 years
18%
15-19 years
15%
20-24 years
10%
25-29 years
10%
30-34 years
3%
35-39 years
Companies That Have Participated
Bain & Co.
Curia Global
D1 Milano
Eureka Casinos
Nicola Wealth Management
Pete & Gerry’s
Porsche
Sorenson
Smurfit Kappa
US Military
Teaching Team
All our executive education programs are developed and taught by a team of widely recognized HBS faculty. Many are skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe.
This in-person program takes place on our storied campus where you'll live and learn at the heart of Boston's vibrant business, academic, and technology hubs.
At HBS, every detail is carefully calibrated to drive your success. Living arrangements and classrooms that spark connection. Unrivaled academic resources. And rejuvenating fitness, dining, and cultural amenities.
The dedicated Executive Education area of campus features multiple classroom buildings and three residence halls around a quad
Our well-appointed residence halls feature private bedrooms, living group lounges, and courtyards to fuel vibrant discussions
Admissions
We admit applicants on a rolling, space-available basis, so you are encouraged to submit your application as soon as possible.
The selective admissions process is based on professional achievement, organizational responsibility, and the admissions criteria for each program as described in Who Should Attend. There are no formal educational requirements for HBS Executive Education programs.
Program content, dates, schedule, fees, technology platforms, and faculty are subject to change. In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in, or employment in its programs and activities.