Creating Brand Value Online Course

Who Will Benefit

Marketing Professionals

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

Managers and Consultants in Retail and Consumer Goods

Create, nurture, and manage your organization or client’s brand strategy and value.

Entrepreneurs

Develop strategic frameworks and tools to launch or grow your brand in the consumer and retail industry.

Syllabus

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.

Concepts

• What Is a Brand?
• Branding as a Source of Sustainable Competitive Advantage
• The Path from Branding Investment to Shareholder Value (A Five-Step Process of Branding)
• 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

Module 2

Brand Storytelling

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

Concepts

• Uncovering What Brands Mean to Consumers
• The Customer Value Proposition as the Foundation for Brand Storytelling
• The Types of Stories Brands Tell
• Brand Storytelling Fundamentals
• 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

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.

Concepts

• Consumer-Brand Relationships
• Negotiating Consumer-Brand Relationships
• Creating a Brand Community
• 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

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.

Concepts

• The Evolution of Brand Meaning Over Time
• Extending Brands for Growth
• Brand Portfolio Strategy
• 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

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.

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

Certificate of Completion

Boost your resume with a Certificate of Completion from HBS Online.

• 6 weeks
• 6-8 hours per week
• 6 modules
• Self-paced with regular deadlines.