Kellogg on Branding

Creating, building and rejuvenating your branding strategy

This fast-paced, highly interactive program comes from the architects of modern brand management. It combines cutting-edge academic thinking and proven techniques to inspire and enable you to create and manage a powerful brand. Guided by Kellogg faculty — the acknowledged thought leaders in branding —you’ll gain insight into their innovative approaches and learn how to apply them in practice through real-world cases, structured exercises and an extended simulation focused on some of today’s most perplexing branding challenges.

You’ll learn how to use marketing and branding to build a profitable and enduring business and gain new insights into the importance and value of a strongly differentiated brand. You’ll come away empowered with new knowledge and skills you can apply immediately to increase customer loyalty, competitive advantage and profitability

Key Benefits

• Understand why brands matter so much and how brands create value
• Appreciate why building a strong brand is such a challenge
• Learn how to craft distinctive brand positioning and then create a brand experience by managing brand touchpoints
• Understand why brand portfolios are important and learn key frameworks for managing them
• See how to measure and evaluate your brand
• Learn how to manage a brand globally
• Develop your skills at managing a brand in a digital, social world

Program Content

Fundamentals

• Explore the power of brands
• Discuss challenges for managers

Creating a Brand

• Study segmentation and targeting
• Develop brand positioning
• Establish brand touchpoints

Building a Brand

• Manage a brand over time
• Grow a brand
• Manage a brand portfolio

Branding and the Digital World

• Consider how digital media is changing branding
• Examine the implications for brand managers
• Develop content and engage customers

Special Topics in Branding

• Explore brand measurement
• Hone your knowledge of global branding
• Implement competitive brand dynamics

Brand Coaching Session

• Meet one-on-one with a faculty member and receive coaching on your unique branding challenge