Creating Brand Value

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 leverage that advantage, 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 firms.

• 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 and consultants engaged in growth strategy
• CEOs, CMOs, and other senior leaders who recognize the asset value of their brands and want to invest in them

Program for Leadership Development participants earn 3 PLDA Points on completion of this program.

Dive Deeper into the Experience

Inside the ClassroomInside the Classroom

See how exchange with faculty and peers yields new insights into critical business trends.

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We Celebrate New Ways of Thinking. Are You Ready?We Celebrate New Ways of Thinking. Are You Ready?

Thrive in a learning environment that welcomes diverse ideas and perspectives.

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Discover more about business. And yourself.Discover more about business. And yourself.

Global perspectives > Leadership growth > Organizational impact.

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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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