Kellogg on Branding: Creating, Building, and Rejuvenating Your Brand
Use Strategic Branding to Your Advantage
Companies around the globe are recognizing the importance of having a strong, differentiated brand. A powerful, unique brand can be an incredibly important asset; a good brand can create customer loyalty and name recognition strong enough to overcome intense competition. Creating a strong brand isn’t easy.
In this program, the Kellogg School of Management’s faculty provides an intensive look into brand management in a collaborative learning environment. Combining the latest thinking on this topic with practical exercises, this program will inspire you to implement a strategy that will leverage your brand for increased customer loyalty, competitive advantage, and profitability.
Upcoming Sessions (Fee includes lodging and most meals)
This program is designed for managers who have brand management responsibility in their organizations. The program is also useful for those who wish to expand their understanding of the importance of brands and effective brand management strategies.
In this program, you will learn to:
Understand why brands matter and how brands create value
Appreciate the challenges companies face in branding
Create a brand positioning and manage a portfolio of brands
See why internal branding is critical and review best practices
Explore the latest thinking on measuring brand value, global branding and capitalizing on the new world of media
Eric Leininger - Clinical Associate Professor; Associate Director, Center for Market Leadership
Don Schultz - Professor Emeritus of Integrated Marketing Communications, Medill School of Journalism, Northwestern University
Featured Faculty Video
Professor Tim Calkins: How global competition and the explosion of information impact brands
What Past Participants Say
"Discussions on branding and the successes and failures in the industry have provided new insight into strategies for the future." - Director, Brand Marketing Litehouse, Inc.
"This program is revolutionary, challenging, and comforting. I learned many new concepts and ideas and feel secure in applying them." -Marketing and Communications Manager, Rx America
"This program does an excellent job of discussing the importance of branding and how critical the details of a company's strategy relate to the brand." - Brand Marketing Manager Pella Corporation
Connect With Kellogg Executive Education
Connect with the Kellogg School of Management and stay up to date on the findings from our latest research. Followers of Kellogg will receive updates on trends in executive education and upcoming courses at the Kellogg School of Management.