Kellogg on Branding - Creating, Building, and Rejuvenating Your Branding Strategy

Overview

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.

In the Kellogg on Branding - Creating, Building, and Rejuvenating Your Branding Strategy program at the Northwestern University, you will:

• 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