Kellogg on Branding

Building strong brands is a challenging task. The complexity of branding decisions calls for a systematic approach to brand management—which is the hallmark of this popular program. In a series of structured lectures and interactive case discussions, Kellogg marketing experts will share with you a value-based brand-building framework that will help you build strong brands that create market value. Brands are one of a company's most valuable assets—for many companies, the brand's value is greater than the value of the tangible assets themselves. In the current era of rapidly commoditizing products and services, brands have become the new frontier of competitive differentiation. In this fast-paced, collaborative program, Kellogg faculty members—acknowledged thought leaders in branding—discuss cutting-edge theories and their practical application. You'll learn how branding can help you build a solid and enduring business, plus 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. You'll experience this program through our unique blended learning approach. Combining self-study with on-campus participation, you'll receive compelling video lectures and book chapters in advance to prepare you for in-class discussion. This approach helps facilitate learning by enabling you to study at your own pace prior to visiting the Kellogg campus. Once you arrive on campus, you'll participate in engaging and thoughtful discussions with your faculty and colleagues.