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
Overview
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
Designing the Brand
Communicating the Brand
Crafting Brand Architecture
Managing Brand Dynamics
Timothy Calkins - Clinical Professor of Marketing; Associate Chair of the Marketing Department
Alexander Chernev - Professor of Marketing
Julie Hennessy - Clinical Professor of Marketing
“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
January 22-26, 2024 Start: January 22 at 1:00 PM End: January 26 at 11:45 AM
Click here for Executive Education's COVID-19 health and safety protocols |
$10,050 Fee includes lodging and most meals for in-person sessions. |
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$7,950 |
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October 7-11, 2024 Start: October 7 at 1:00 PM End: October 11 at 12:15 PM
Click here for Executive Education's COVID-19 health and safety protocols |
$10,050 Fee includes lodging and most meals for in-person sessions. |