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.

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.

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

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

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 45.25 CPE credits.

Continuing Professional Education Information
The Kellogg School of Management, Northwestern University is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website:

All Kellogg programs that qualify for CPE credits do not have pre-requisites. Advanced readings and case preparation is required. A packet of course materials is emailed to all participants before the program begins.

All Kellogg programs are group-live or internet-based. Program level: Advanced. For more information regarding administrative policies such as complaints and refunds, please contact our office at 847-467-6018.

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

2020 Session

October 5-23, 2020

Start: October 5 at 8:00 AM

End: October 23 at 12:30 PM

Live Virtual Program

Download the Topic Overview


2021 Sessions

April 25-30, 2021

Start: April 25 at 3:15 PM

End: April 30 at 1:15 PM

Evanston campus


Fee includes lodging and most meals

October 3-8, 2021

Start: October 3 at 3:15 PM

End: October 8 at 1:15 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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