Kellogg on Branding

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.

Timothy Calkins / Academic Director

Who Should Attend

  • Managers who are responsible for brands and want to refine their skills
  • Marketers looking to develop their capabilities in brand building
  • Leaders hoping to elevate the role of branding in their organization

Key Benefits

  • 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

Program Content


  • 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 through an evolving lifecycle
  • Launch new brands, manage established brands for growth
  • Build a powerful 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


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 Professor of Innovation & Entrepreneurship

Julie Hennessy - Clinical Professor of Marketing

Eric Leininger - Clinical Professor of Executive Education

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

What Participants Say

“The Kellogg Branding class was just what I needed to rejuvenate our brand. Each class was organized, practical and interactive, allowing me to go back and apply the principles and take our brand to the next level.”
Marketing Director, Bridge Business Solutions

“The program offers an overview of branding fundamentals, but is so much more than what I've experienced in other programs, because of the number of instructors who've actually managed brands and led marketing organizations.”
Director, Brand Strategy, CEB

“Kellogg on Branding enabled me to sharpen my MBA skills thanks to the focus of the program and the top-notch faculty. [I] feel re-energized in my efforts to drive branding activities in my company.”
Brand Manager, Red Hat

Personal Consultation

Please email or call us if you would like a personal consultation

Upcoming Sessions

September 17-22, 2017

Start: September 17 at 2:45 PM

End: September 22 at 1:15 PM

LOCATION: Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208