EXECUTIVE EDUCATION

Strategies That Build Winning Brands

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Course Dates

STARTS ON

September 2, 2021

Course Duration

DURATION

6 weeks, online
4-6 hours per week

Course Duration

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.

Since 2005, global marketing spending has increased 45% to approximately $585.5 billion.

That’s a lot of noise and clutter for your customers
to cut through.

(Source: Kellogg on Branding in a Hyper-Connected World, John Wiley & Sons Publishing)

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

Distinguish how a brand can help or hurt a product proposition, learn to strengthen brand touchpoints, and explore the importance of building customer advantage.

Module 2:

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

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.

Module 3:

Bringing Your Brand to Life: Brand Design and Touchpoints

Select the tools and technology to address your marketing challenge, create target personas, construct a meaningful customer journey with touchpoints, and compare purchase types.

Module 4:

Building a Strong Brand Portfolio

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.

Module 5:

Managing Your Brands

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.

Module 6:

Brand Strategy: Growth and Defense

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.

Module 1:

The Power and Challenge of Branding

Distinguish how a brand can help or hurt a product proposition, learn to strengthen brand touchpoints, and explore the importance of building customer advantage.

Module 4:

Building a Strong Brand Portfolio

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.

Module 2:

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

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.

Module 5:

Managing Your Brands

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.

Module 3:

Bringing Your Brand to Life: Brand Design and Touchpoints

Select the tools and technology to address your marketing challenge, create target personas, construct a meaningful customer journey with touchpoints, and compare purchase types.

Module 6:

Brand Strategy: Growth and Defense

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.

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Award-winning Program Faculty

Profile picture of course faculty Timothy Calkins

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 and Biomedical Marketing, and is co-academic director of the Kellogg on Branding executive education program. More info

Profile picture of course faculty Julie Hennessy

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 frequently with research and technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories. More info

Featured Guest Speakers

Profile picture of course faculty Gina Fong

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. Gina brings the consumer to life within an organization, helping teams channel consumer insight to surprise and delight their audience across the entire consumer journey. In our program, Gina shares how to undertake and use ethnographic research to grow your brand.

Profile picture of course faculty Kevin McTigue

Kevin McTigue

Clinical Associate 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 strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value. In our program, Kevin shares his insights on how companies use customer journeys to build powerful brands.

Profile picture of course faculty Eben Gillette

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 years, and claims the title as #1 exporter of California wine. In our program, Eben shares his insights for managing a portfolio of world-class brands.

Certificate

Example image of certificate that will be awarded after successful completion of this program

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.

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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.

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