Strategies That Build Winning Brands
Create powerful brand strategies for long-term business growth and customer affinity.
Competing on Price? Better Think Seriously About Differentiating Your Brand
In this hyper-connected world with so much noise and competition, branding and marketing have grown dramatically in influence and importance. Startups and mature businesses alike are seeking growth and long-term profitability—and it’s getting harder to come by amidst the clutter. Brands help people distill information, simplify choices, and make decisions.
Find growth and long-term profitability by offering a highly-differentiated product or service. If not, you’ll find yourself in a race to the bottom on price.
71%
73%
68%
Hear From The Faculty
Get a firsthand look at how this program equips you to craft impactful brand strategies that drive growth.
Live Sessions with Faculty
Faculty Session 1:
This live session introduces branding fundamentals and course navigation. The session explores branding strategy and how context shapes brand perception, illustrated with real-world examples.
Faculty Session 2:
Dive into the world of private-label brands and their strategic role in retail. This session examines historical evolution, profitability drivers and modern approaches used by leading retailers, offering practical strategies for competing effectively.
Faculty Session 3:
Learn how to craft impactful marketing plans and distinguish brand positioning from broader strategies. The session also covers personal branding techniques and provides actionable insights for building strong, enduring brands.
Note: Live session details are not final. They are subject to change and may evolve based on faculty insights.
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.
Distinguish how a brand can help or hurt a product proposition, learn to strengthen brand touchpoints, and explore the importance of building customer advantage.
Assess the risks and benefits of designing hyper-targeted products and services, learn the rules for picking a target market, draft a positioning statement, and master segmentation.
Select the tools and technology to address your marketing challenge, create target personas, construct a meaningful customer journey with touchpoints, and compare purchase types.
Learn best practices for brand portfolio management, compare launching a new brand vs. creating a brand extension, and determine the best strategy for introducing a new product.
Measure and track the health of your brands, apply the Awareness/Liking/Market-Share model of brand tracking and create a powerful one-page marketing plan.
Construct a strategically designed brand or line extension, evaluate growth opportunities to broaden a brand or tighten its focus, and build a plan to combat competitive threats.
Pathway to Becoming an Executive Scholar
Participants who successfully complete the Strategies That Build Winning Brands program will accrue points towards becoming an esteemed Kellogg Executive Scholar; a unique credential that provides you the opportunity to customize your pathway to achieve your professional development goals.
Kellogg’s expansive program offerings allow you to build a variety of competencies that focus on practical application. More than about learning to lead, the path to becoming an Executive Scholar is about leading through learning.
Award-winning Program Faculty
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...
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
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. ...
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...
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
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.
Advanced Certificate in Brand Strategy and Digital Marketing
FAQs
How do I know if this program is right for me?
After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.
Are there any prerequisites for this program?
Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above. Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.
What is the typical class profile?
More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.
What other dates will this program be offered in the future?
Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.
How much time is required each week?
Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.
How will my time be spent?
We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:
Engaging with recorded video lectures from faculty
Attending webinars and office hours, as per the specific program schedule
Reading or engaging with examples of core topics
Completing knowledge checks/quizzes and required activities
Engaging in moderated discussion groups with your peers
Completing your final project, if required
The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.
What is it like to learn online with the learning collaborator, Emeritus?
More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course. A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
How do I interact with other program participants?
Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.
What are the requirements to earn the certificate?
Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life. This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.
What type of certificate will I receive?
Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.
Can I get the hard copy of the certificate?
No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.
Do I receive alumni status after completing this program?
No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.
How long will I have access to the learning materials?
You will have access to the online learning platform and all the videos and program materials for 24 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.
What equipment or technical requirements are there for this program?
Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.
Do I need to be online to access the program content?
Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device. Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.
Can I still register if the registration deadline has passed?
Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.
What is the program fee, and what forms of payment do you accept?
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
Tuition assistance is available for participants who qualify. Please email
What if I don’t have a credit card? Is there another method of payment accepted?
Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.
I was not able to use the discount code provided. Can you help?
Yes! Please email us with the details of the program you are interested in, and we will assist you.
How can I obtain an invoice for payment?
Please email us your invoicing requirements and the specific program you’re interested in enrolling in.
Is there an option to make flexible payments for this program?
Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.
How can I obtain a W9 form?
Please connect with us via email for assistance.
Who will be collecting the payment for the program?
Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.
Are there any restrictions on the types of funding that can be used to pay for the program?
Program fees for Emeritus programs with Kellogg Executive Education may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits or (b) Title IV financial aid funds.
What is the program refund and deferral policy?
For the program refund and deferral policy, please click the link here.
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)
Flexible payment options available.
Starts On