Strategies That Build Winning Brands

Create powerful brand strategies for long-term business growth and customer affinity.

4.6

158 ratings

Key Takeaways

In this program, you will:

Learn to develop your brand's positioning, character, and purpose
Evaluate the health of your brand using different approaches
Make smart brand portfolio decisions and manage growth
Create a powerful marketing plan for a real-world scenario
Drive growth and defend against competitive attacks using a financial risk assessment

Who Is This Program For?

This program is for managers who are responsible for traditional branding initiatives. But it’s also geared towards any manager or executive who contributes to the organization’s growth initiatives. If you have a role in driving growth, whether through customer experience touchpoints, supply chain, distribution channels, or general management, you can benefit from learning about the critical role that brands play in driving profitable, long-term growth.

Representative roles include:

Brand managers and directors
Brand ambassadors such as customer experience managers
Branding agency executives and team
Founders/entrepreneurs
Marketing, communication, and creative leaders
Growth and strategy leaders, including consultants
General managers

Program Modules

In this highly interactive six-week online experience, you will learn by doing. Interactive and hands-on activities are part of every module, which will allow you to put branding concepts that you've learned into practice right away.

Module 1: The Power and Challenge of Branding

Module 2: Defining Your Brand: Targeting, Positioning, Character, and Purpose

Module 3: Bringing Your Brand to Life: Brand Design and Touchpoints

Module 4: Building a Strong Brand Portfolio

Module 5: Managing Your Brands

Module 6: Brand Strategy: Growth and Defense

Award-winning Program Faculty

TIMOTHY CALKINS

Clinical Professor of Marketing, Kellogg School of Management

Tim Calkins helps people and organizations build strong brands. He is a marketing professor, author, speaker, and consultant. He teaches courses including Marketing Strategy a...

JULIE HENNESSY

Clinical Professor of Marketing and Associate Chair of the Marketing Department

Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works freq...

Featured Guest Speakers

GINA FONG

Adjunct Lecturer of Marketing at Kellogg School of Management and Principal at Fong Insight

Gina integrates creative problem solving, engaging storytelling, and analytical moderating to help her clients develop game-changing strategies for their business challenges. ...

KEVIN MCTIGUE

Clinical Professor of Marketing at Kellogg School of Management

Before his full-time academic appointment, Kevin led the Strategy and Consulting practice in the central region for global digital agency SapientRazorfish. From marketing stra...

EBEN GILLETTE

Vice President of Marketing at the Wine Group

As the Vice President of Marketing at the Wine Group, Eben manages a portfolio of wine brands that include Cupcake Vineyards, the #1 premium wine brand by volume for over five...

Testimonials

I enjoyed the strategic insight into how famous brands work. It was interesting to learn how brands used customer-centric marketing strategies to become what they are today.

Marcio Cabral

Creative Director, Marketing Communications, Oak Street Health

The program met my objectives, which were to take key matters back to the workplace and leverage going forward, from the outset.

Pieter Steyn

Director, General Management, KPMG

After 20 years on the job, I’m delighted with the amount of new knowledge I was able to gain from this branding course!

Jason Casto

Marketing Director, Central Garden Pet

My personal favorite was understanding when to rebrand, extend, reposition or kill a brand. Very relevant to my current company and role.

Amy Chamberlain

Senior Marketing Manager, Marketing & Sales, Liberty Hardware Mfg. Company

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

FAQs

The Program

The Learning Experience

Certification

Technical Requirements

Payment Process

Refund Policy

Financing Options

Climb Credit*

We offer financing options with our partner, Climb Credit*. Click here to learn more.

*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available.

Last Day To Enroll

APPLY NOW