Understand the importance of branding and how brands create value
Appreciate the challenges of branding
Create a brand positioning
Understand brand design and brand portfolio strategy
Build a brand-focused organization
Explore the latest thinking on measuring brand value
"I enjoyed the diversity of topics, the healthy discussions, and the well-prepared presentations, but most of all, I was impressed by the vast repertoire of knowledge and experience the faculty brought to the program."
Learn how to create, build, and rejuvenate brands. Companies around the globe are beginning to appreciate the importance and power of brands. However, few firms can actually lay claim to a strong, differentiated, and enduring brand.
Properly managed, brands can be a company's most valuable asset. A well-managed brand can create customer loyalty and name recognition strong enough to overcome intense competition and even price differentiation in a given market. In this program, the Kellogg School of Management's faculty provide an intensive look into brand management in a collaborative learning environment.
Combining the latest thought-leadership on this topic with practical exercises, this program will inspire you to put into action a strategy that will leverage your brand for increased customer loyalty, competitive advantage and profitability.
