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
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
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
Who should attend
Managers who have brand management responsibility in their organizations
Leaders wishing to learn effective brand management strategies and expand their understanding of the importance of brands
Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in innovation, strategic marketing and new media. His research currently focuses on modern marketing, enterprise analytics and business innovation.
Prof. Sawhney has written six management books as well as dozens of ...
Carter Cast , a clinical professor at the Kellogg School of Management and also a venture partner at Pritzker Group Venture Capital, has played a pivotal role in building multiple iconic consumer brands. Carter started as a marketing manager at PepsiCo, working for the company's international foo...
Sanjay Khosla is a Senior Fellow at the Kellogg School of Management, Northwestern University and a Senior Advisor at Boston Consulting Group.
Sanjay was President, Developing Markets at Kraft Foods (now Mondelez International) from Jan 2007 to March 2013, responsible for 65,000 people in over 6...
Gregory Carpenter focuses on understanding how firms create competitive advantage through marketing strategy. Based on award-winning research, his recent book, Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan, 2014), examines how firms transform their culture, regaini...
Tim Calkins helps people build strong and profitable brands.
He is Clinical Professor of Marketing at Northwestern Universityâ€™s Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing in the full-time, part-time and international executive MB...
Julie Hennessy is a Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University. Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently...
Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006. Professor Tybout teaches in the MBA and Executive Masters Programs. In addition, she is the academic director and faculty for the Kellogg on Consumer Marketing Strategy...
Eric Leininger joined the Kellogg School faculty full time in September 2010, coming from McDonald's Corporation, where he was corporate senior vice president since 2004. He has been an affiliated faculty member since 1997.
With Professor Gregory Carpenter, Eric leads The Kellogg Chief Marketing...
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