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Kellogg on Branding

Creating, Building and Rejuvenating Your Brand

Professor Tim Calkins

This program will help you create and build strong brands. Taught by the people who wrote the book on branding, it combines the latest academic thinking and practical tools. This highly interactive program uses cases, exercises and a simulation to inspire and empower you to elevate your brand.

In this fast-paced, collaborative program, Kellogg faculty members – the acknowledged thought leaders in branding – discuss cutting-edge theories and practical application

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

Download a Brochure

Upcoming Sessions

  • Apply Online
    May 15-20, 2016
    Fee includes lodging and most meals
  • Apply Online
    October 23-28, 2016
    Fee includes lodging and most meals
  1. Managers who have brand management responsibility in their organizations
  2. Leaders wishing to learn effective brand management strategies and expand their understanding of the importance of brands
In this program, you will:
  1. Deepen your understanding of why brands matter and how brands create value
  2. Learn how to address the most challenging issues companies face in creating and sustaining strong brands
  3. Discover how to craft highly competitive brand positioning
  4. Learn the key tools and techniques for managing a portfolio of brands
  5. Understand the critical importance of internal branding and identify best practices
  6. Gain access to the most current thinking on measuring brand value
  7. Develop a more informed perspective on global branding
  8. Explore how to capitalize on the ever-expanding world of new media

Branding Fundamentals

  1. The power of brands
  2. Challenges for managers

Creating a Brand

  1. Brand positioning
  2. Brand design

Building a Brand

  1. Brand dynamics
  2. Making strategic decisions
  3. Portfolio strategy
  4. Managing brand touchpoints

Creating a Brand-Focused Organization

  1. The internal brand experience
  2. Engaging employees

Special Topics in Branding

  1. Evaluating brands
  2. Global branding
  3. Capitalizing on new media
  4. The changing world of branding

Special Feature:

  1. Kellogg on Branding strengthens your grasp of brand building essentials through a simulation exercise in which you and team members manage a simulated company and make key branding decisions.
  2. Engaging and educational, the extended simulation (Markstrat) is an effective way to learn and internalize solutions to some of the most perplexing challenges in branding.
  3. The simulation spans the entire week of the program, beginning on day one and concluding with a faculty review and debriefing.
Timothy Calkins - Academic Director; Clinical Professor of Marketing

Alice Tybout - Academic Director; Harold T. Martin Professor of Marketing

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy Director of the Center for Market Leadership Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

Carter Cast - Clinical Associate Professor of Innovation & Entrepreneurship

Julie Hennessy - Clinical Professor of Marketing

Eric Leininger - Clinical Associate Professor of Marketing Associate Director, Center for Market Leadership Associate Director of the Kellogg Markets & Customers Initiative (KMCI)

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

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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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