Executive Certificate
Business Development
- Paris – Jouy-en-Josas Campus
- Apr 20 2026
- 12 days
- French
- 17900 €*
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Executive Short Program
Management of Iconic Brands Management of Iconic Brands
What makes a brand iconic and resilient across generations and markets? While many organizations turn to innovation amid volatility, lasting brands can often rely on icons. This executive program uses behavioral science and cross-industry insights to define iconic products and services, analyze the psychology of icon consumption, and offer actionable governance models.
Designed for CEOs, CMOs, and senior marketers, it helps them audit their portfolio, distinguish genuine iconic assets, and protect what drives performance. By the end, participants will learn to govern symbolic capital, make strategic decisions under pressure, and balance heritage with innovation for greater resilience and desirability. When everything shifts, icon management secures the future of businesses. Join this new program to lead confidently through uncertainty.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
2 days
Format:
In-class
Next start(s):
Nov 05 2026
Language(s):
English
Cost:
3 100 €*
Objectives
- Define what differentiates an iconic product or brand from a merely successful or attractive offering.
- Identify and explain the psychological benefits associated with the acquisition and consumption of iconic products or brands.
- Assess one’s product or brand portfolio to identify assets with genuine iconic potential and distinguish them from unfounded perceptions.
- Translate insights about iconic products into concrete managerial choices (structure, governance, decision rules).
Program
Definition, past icons, what transfers from art to products and brands.
Ability to distinguish between what can be/become an icon vs. not.
Reiconing the icon: how it works.
The don’ts.
The do’s of icon management.
Participants introspect their own icon capital and share insights and challenges.
Profile
Who is this program for? Is it right for you?
Participant Profile
This program is intended for anyone having a say in the management of a product, service or brand with an iconic potential: CEOs, CMOs, C-suite managers, marketing
Prerequisites and Admission Criteria
No prerequisite is required to take this course.
Faculty
Anne-Laure SELLIER
Associate Professor, HEC Paris
With their promise of an eternal life, icons have not surprisingly become the latest Grail in branding. When can you claim that you own an icon? And most importantly, what do you need to do to maintain it? If you may own an icon, you also need to keep deserving it.
Anne MICHAUT
Professor (Education Track), HEC Paris
Managing iconic assets is not about inventing myths but safeguarding what sustains business acumen in times of uncertainty. This program equips executives to protect valuable assets when everything changes and to turn resilience into a lasting advantage.
Learning methods & evaluations
Pedagogy : The course is high contact. Participants will be asked to consider their own portfolio and other brands’ portfolios critically to better grasp the different aspects of the course. We use a flurry of examples to discuss icons vs. non-icons.
Evaluation: Participants will be assessed by an analysis of their own company’s ownership of icons / possible icons, and how they would go about validating whether they can indeed be managed as such.
Registration
Would you like to register? We invite you to:
1. Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
Registration
2. You will receive a response within 7 days of submitting your application.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Tuition Fees and Funding
The program fee includes tuition and meal costs during training hours (lunch and breaks).
Not included: Dinners (except in specific cases), transportation costs, and accommodation costs (except in specific cases).
Funding Options: Depending on your profile and chosen program, several solutions may be available to you. Visit our funding section for more information.
Download the brochure
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*Net price, as HEC Paris is not subject to VAT. The prices indicated may vary depending on the intake dates. When multiple starting dates are available, the price shown corresponds to the first date listed. Program, faculty and course content are also subject to change.
Maria VERIGINA
Program Advisor Marketing, Sales & Business Development
verigina@hec.fr
