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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
    October 23-28, 2016
    Fee includes lodging and most meals
  • Apply Online
    May 7-12, 2017
    Fee includes lodging and most meals
  • Apply Online
    September 17-22, 2017
    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. Understand why brands matter so much and how brands create value
  2. Appreciate why building a strong brand is such a challenge
  3. Learn how to craft distinctive brand positioning and then create a brand experience by managing brand touchpoints
  4. Understand why brand portfolios are important and learn key frameworks for managing them
  5. See how to measure and evaluate your brand


  1. Explore the power of brands
  2. Discuss challenges for managers

Creating a Brand

  1. Study segmentation and targeting
  2. Develop brand positioning
  3. Establish brand touchpoints

Building a Brand

  1. Manage a brand over time
  2. Grow a brand
  3. Manage a brand portfolio

Branding and the Digital World

  1. Consider how digital media is changing branding
  2. Examine the implications for brand managers
  3. Develop content and engage customers

Special Topics in Branding

  1. Explore brand measurement
  2. Hone your knowledge of global branding
  3. Implement competitive brand dynamics
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 Executive Education; Associate Director of the Kellogg Markets & Customers Initiative (KMCI)

Don Schultz - Professor Emeritus-in-service of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University

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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