Creating Brand Value
"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."
"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."
Summary
Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are increasingly diverse, are skeptical of marketing, and are empowered by digital technologies that easily connect them to others who share their tastes. To take full advantage of these trends, brand managers must be able to strengthen their brand through stories that spark conversations—capturing attention, generating engagement, and providing relevant meaning.
This program will build the cultural and relationship prowess today's business-to-consumer (B2C) brand managers need. You will explore branding as a collective and collaborative meaning-making process among firms, consumers, and other cultural producers, acquiring new ability to craft, communicate, and manage brands in ways that nurture relationships and create value for both consumers and your business.
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Summary
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Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are increasingly diverse, are skeptical of marketing, and are empowered by digital technologies that easily connect them to others who share their tastes. To take full advantage of these trends, brand managers must be able to strengthen their brand through stories that spark conversations—capturing attention, generating engagement, and providing relevant meaning.
This program will build the cultural and relationship prowess today's business-to-consumer (B2C) brand managers need. You will explore branding as a collective and collaborative meaning-making process among firms, consumers, and other cultural producers, acquiring new ability to craft, communicate, and manage brands in ways that nurture relationships and create value for both consumers and your business.
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Establish brands that resonate with today's consumersEstablish brands that resonate with today's consumers
- Evaluate brands from the consumer's point of view to uncover their sources of value
- Employ effective brand storytelling
- Capitalize on brand influencers
- Create, crowdsource, and manage brand communities
- Build brand loyalty and optimize your customer relationships
- Ensure consumers are allies, not adversaries
Design brand strategy and manage brands for maximum valueDesign brand strategy and manage brands for maximum value
- Compete more successfully by evolving and repositioning existing brands
- Respond effectively to competing brands entering the market
- Expand your brand's profitably
- Develop an effective brand portfolio strategy
- Manage brand risk
Leverage a brand as a significant corporate assetLeverage a brand as a significant corporate asset
- Determine the value of a brand
- Invest in brands and evaluate the ROI of branding
- Build sustainable competitive advantage through branding
Build your personal brand and expand your personal and professional networkBuild your personal brand and expand your personal and professional network
- Extend your network by living and working with executives from various backgrounds and countries across the globe
- Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions
- Develop a strong personal brand
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 own brands in the consumer/retail space
- Consumer and retail sector general managers engaged in growth strategy
- CEOs, CMOs, and other senior leaders who recognize the asset value of their brands and want to invest in them
This program welcomes individuals or teams. Attendance by multiple company representatives will foster collaboration and amplify the program's impact. Intact teams of 3-5 individuals will have the opportunity to work together during the program if they so choose.
Program for Leadership Development participants earn 3 PLDA Points on completion of this program.
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Who Should Attend
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- Mid to senior-level marketing executives charged with creating, nurturing, and managing brand value
- Entrepreneurs who want to create or grow their own brands in the consumer/retail space
- Consumer and retail sector general managers engaged in growth strategy
- CEOs, CMOs, and other senior leaders who recognize the asset value of their brands and want to invest in them
This program welcomes individuals or teams. Attendance by multiple company representatives will foster collaboration and amplify the program's impact. Intact teams of 3-5 individuals will have the opportunity to work together during the program if they so choose.
Program for Leadership Development participants earn 3 PLDA Points on completion of this program.
Dive Deeper into the ExperienceSee how exchange with faculty and peers yields new insights into critical business trends.Thrive in a learning environment that welcomes diverse ideas and perspectives.Global perspectives > Leadership growth > Organizational impact.
Learning and Living at HBS
When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.
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Learning and Living at HBS
-
When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.
Admissions Criteria and Process
"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."
"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."