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.

“Overall the course has been excellent. It reaffirmed what I knew, challenged my thinking and introduced new ways of thinking about brand! The communication has been great, and the use of Zoom second to none. Thank you!”

Participant, Live Virtual Program

This program is offered in a live virtual format. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. 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.

Information Session

Learn more about Kellogg on Branding with this one-hour long information session.


VIDEO: Learn best practices and applications for brand management from the people who wrote the book on it.

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 who want 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
  • Learn how to manage a brand globally
  • Develop your skills at managing a brand in a digital, social world

Program Content


  • Explore the power of brands
  • Discuss the many challenges managers face in a competitive environment

Creating a Brand

  • Assess segmentation and targeting and what they mean for your brand
  • Develop a brand position that sets you apart from the competition
  • Establish brand touchpoints for engagement

Building a Brand

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

Branding and the Digital World

  • Explore the ways in which digital media is changing branding
  • Examine the implications of digital and social media for brand managers
  • Develop relevant content that engages customers

Special Topics in Branding

  • Analyze methods of brand measurement
  • Hone your knowledge of global branding
  • Discover how to 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; Associate Chair of the Marketing Department

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

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); Chair of Marketing Department

Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

What Participants Say

“Honestly! I want to thank everyone involved. I never experienced remote learning like this. Well-organized and managed by the team. The selection of professors was excellent. I could sense their passion for teaching. I enjoyed it and am looking forward to future classes.”

Participant, Live Virtual Program

“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 contact us to schedule an advising session

2021 Sessions

May 10-28, 2021

Start: May 10 at 8:00 AM

End: May 28 at 12:30 PM

Live Virtual Program

Download the Topic Overview


November 1-19, 2021

Start: November 1 at 8:00 AM

End: November 19 at 12:30 PM

Live Virtual Program

Accepting registrations until October 18

Download the Topic Overview


Kellogg School of Management

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