KEY BENEFITS• Understand why brands matter so much and
how brands create value
• Appreciate why building a strong brand is such a challenge and how the growth of digital communication is changing brand dynamics
• Learn how to craft distinctive brand positioning and then create a brand experience by managing brand touchpoints in a digital world
• 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 and how to tell your brand story online
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
EXECUTIVE SUMMARY
This program will help you create and build strong brands in a digital world. Taught by the people who wrote the book on branding, it combines the latest academic thinking and practical tools. This highly interactive program uses cases, exercises and a simulation to inspire and empower you to elevate your brand.
In this fast-paced, collaborative program, Kellogg faculty members — the acknowledged thought leaders in branding — discuss cutting-edge theories and their practical application.
You’ll learn how to use marketing and branding to build a strong and enduring business, and you’ll gain new insights into the importance and value of a strongly differentiated brand. You’ll come away with knowledge and skills you can apply immediately to leverage your brand for increased customer loyalty, competitive advantage and profitability.
Kellogg on BrandingCreating, Building and Rejuvenating Your Brand
May 19–24, 2019 // $10,200
September 22–27, 2019 // $10,200
Your program fee includes accommodations, meals, course materials and access to a fitness center. Dates and program fees are subject to change.
EXECUTIVE EDUCATION MARKETING & SALES
Consult with an Executive Development Advisor
847.467.6018
Learn more and apply
kell.gg/kxbrand
NEXT STEPS
“ The program was enlightening and extremely relevant to my current role in managing brands. The combination of excellent faculty, engaging content, and the global and diverse pool of colleagues provided an optimal classroom experience!”Group Manager, Brand Marketing, Newell Brands
THE FACULTY
BRAND2019R-SUM
Tim CalkinsAcademic Director; Clinical Professor of Marketing
Alice TyboutAcademic Director; Harold T. Martin Professor of Marketing
Carter Cast – Clinical Associate Professor of Innovation and Entrepreneurship
Gregory Carpenter – James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director, Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)
Julie Hennessy – Clinical Professor of Marketing
Sanjay Khosla – Adjunct Professor of Executive Education
Eric Leininger – Clinical Associate Professor of Marketing; Associate Director, Center for Market Leadership; Associate Director, Kellogg Markets and Customers Initiative (KMCI)
Mohan Sawhney – McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation
Please note: Faculty is subject to change.
Kellogg on BrandingCreating, Building and Rejuvenating Your Brand
PROGRAM CONTENT HIGHLIGHTS
To deliver this one-of-a-kind experience, Kellogg brings together some of its top-rated faculty. These thought leaders have extensive expertise and offer insights into brand management.
Consult with an Executive Development Advisor
847.467.6018
Learn more and apply
kell.gg/kxbrand
NEXT STEPS
Fundamentals• 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 especially online
Building a Brand• Manage a brand through an evolving
lifecycle
• Launch new brands and manage established brands for growth
• Build a powerful brand portfolio
Branding and the Digital World• Explore ways to leverage digital media
• Examine the implications of social media for brand managers
• Develop a relevant content strategy that engages customers
Special Topics in Branding• Analyze methods of brand
measurement
• Hone your knowledge of global branding
• Discover how to anticipate and deal with competitive brand dynamics
Brand Coaching Session• Meet one-on-one with a faculty
member and receive coaching on your unique branding challenge
SPECIAL FEATURE Kellogg on Branding strengthens your grasp of brand-building essentials through a simulation exercise in which you work with a team to manage a company and make key branding decisions. Engaging, educational and fun, the extended simulation (Markstrat) is an effective way to learn and internalize solutions to some of the most perplexing challenges in branding. The simulation spans the entire program, beginning on day one and concluding with a debrief on the final day.
YOUR LEARNING ENVIRONMENT
The program is held on the beautiful lakefront campus of Northwestern University at the James L. Allen Center, minutes from downtown Chicago.
EXECUTIVE EDUCATION
Introduction Calkins & Tybout
Brand Positioning Tybout
Digital Branding Calkins
Managing Brand Touch Points McTigue
Introduction to the Branding Simulation Calkins & Hennessy
Simulation D 1 Calkins & Hennessy
lunch
Dinner
Day 1 Day 5 Day 6Day 2
AfternoonSession(s)
EveningSession
MorningSession(s)
EXECUTIVE EDUCATION // MARKETING & SALES
Kellogg on Branding Tim Calkins, Academic DirectorAlice Tybout, Academic Director
Day 3
Brand Portfolio Strategy Calkins
Simulation D2 Calkins & Hennessy
Case StudyHennessy
SPARK
Simulation D4 Hennessy
Evaluating Your BrandHennessy
Simulation D5 Hennessy
Brand Storytelling in a Digital World
Sawhney
Using Digital and Social Media for
Brand Storytelling Sawhney
Brands and Super Bowl Advertising
Calkins
Simulation D 6 Calkins
Markstrat Debrief Calkins
Sample Schedule
The Power of Branding Calkins
Day 4
Building Your Personal Brand
Cast & Wortmann
Simulation D3 Calkins & Hennessy
Building Global Brands with Soul
Khosla
Leading the Brand Leininger
Steinway Case
Course Summary Calkins