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.
This program will be offered in a live virtual format for fall 2020. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. In this highly interactive format, you will have the opportunity to engage with our faculty and your peers in live discussions and lecture sessions. You will come away with the tools to navigate and succeed in the new business landscape.
VIDEO: Learn best practices and applications for brand management from the people who wrote the book on it.
Creating a Brand
Building a Brand
Branding and the Digital World
Special Topics in Branding
Brand Coaching Session
Timothy Calkins - Academic Director; Clinical Professor of Marketing
Alice Tybout - Academic Director; Professor Emeritus of Marketing
Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets & Customers Initiative
Julie Hennessy - Clinical Professor of Marketing; Associate Chair of the Marketing Department
Sanjay Khosla - Senior Fellow and Adjunct Professor of Marketing
Jim Lecinski - Clinical Associate Professor of Marketing (Courtesy); Associate Professor, Medill School of Journalism, Media, Integrated Marketing Communications
Eric Leininger - Clinical Professor of Executive Education
Kevin McTigue - Clinical Associate Professor of Marketing
Neal Roese - SC Johnson Chair in Global Marketing; Professor of Marketing; Professor of Psychology, Weinberg College of Arts & Sciences (Courtesy)
Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation
Please Note: CPE credits are not available for this program in the live virtual format.
“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
Please contact us to schedule an advising session