Kellogg on Branding

Strategies for building strong brands

Building strong brands is a challenging task. The complexity of branding decisions calls for a systematic approach to brand management—which is the hallmark of this popular program. In a series of structured lectures and interactive case discussions, Kellogg marketing experts will share with you a value-based brand-building framework that will help you build strong brands that create market value.


Brands are one of a company's most valuable assets—for many companies, the brand's value is greater than the value of the tangible assets themselves. In the current era of rapidly commoditizing products and services, brands have become the new frontier of competitive differentiation.


In this fast-paced, collaborative program, Kellogg faculty members—acknowledged thought leaders in branding—discuss cutting-edge theories and their practical application. You'll learn how branding can help you build a solid and enduring business, plus you'll gain new insights 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.


You'll experience this program through our unique blended learning approach. Combining self-study with on-campus participation, you'll receive compelling video lectures and book chapters in advance to prepare you for in-class discussion. This approach helps facilitate learning by enabling you to study at your own pace prior to visiting the Kellogg campus. Once you arrive on campus, you'll participate in engaging and thoughtful discussions with your faculty and colleagues.

“Kellogg on Branding 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

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

Download Past Participant Profile

Key Benefits

  • Understand how brands create value and how to use them to create a competitive advantage
  • Develop a systematic approach to brand management and a sound framework for building strong brands
  • Learn how to craft distinctive brand positioning and how to communicate the brand story online
  • Understand the brand dynamics and the key principles of building brand portfolios
  • Identify methods for evaluating your brand and measuring brand performance

Program Content


This program uses a blended approach to learning with some content delivered in advance via video lectures and reading material, allowing for interactive activities and case discussions during our time in-person. This approach helps facilitate learning by enabling participants to study at their own pace prior to visiting the Kellogg campus and fully engage in lively discussions with faculty and peers while in-person.


Building Strong Brands

Develop a strategic marketing plan

  • Define the strategy and tactics of your offering
  • Create market value maps
  • Learn how to brand experiential products


Designing the Brand

  • Define the brand name
  • Develop the brand's intellectual property
  • Create the motto and character
  • Craft the product design and packaging
  • Explore lifestyle, luxury and identity branding


Communicating the Brand

  • Engage with a visionary approach, authentic messaging and impactful design
  • Establish ethical implementation
  • Bring your brand to life through storytelling in a digital world
  • Understand how to use social media effectively


Crafting Brand Architecture

  • Design and manage brand and product portfolios
  • Define brand hierarchy
  • Understand cobranding as a tool for creating market value
  • Develop a viable cobranding strategy
  • Manage private label brand architecture
  • Build brand portfolio strategies and omnichannel branding


Managing Brand Dynamics

  • Learn how to manage brands over time
  • Identify vertical and horizontal brand extensions
  • Understand brand repositioning and realignment
  • Design brand licensing opportunities
  • Create branding at the bottom of the pyramid to capitalize on emerging markets



Timothy Calkins - Academic Director; Clinical Professor of Marketing; Associate Chair of the Marketing Department

Alexander Chernev - Academic Director; Professor of Marketing

Julie Hennessy - Clinical Professor of Marketing

Chris Hjorth - Visiting Clinical Professor of Marketing

Jim Lecinski - Clinical Associate Professor of Marketing (Courtesy); Associate Professor, Medill School of Journalism, Media, Integrated Marketing Communications

Kevin McTigue - Clinical Associate Professor of Marketing

Sergio Rebelo - MUFG Bank Distinguished Professor of International Finance; Professor of Finance

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

“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

2022 Session

June 13-17, 2022

Start: June 13 at 1:00 PM

End: June 17 at 12:30 PM

Format: In-Person on Evanston campus

Click here for Executive Education's COVID-19 health and safety protocols


Kellogg School of Management

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