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

September 30 – October 5, 2018 // $9,900

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. Program fee is subject to change.

EXECUTIVE EDUCATION MARKETING & SALES

Consult with an Executive Development Advisor

execed@kellogg.northwestern.edu

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

execed@kellogg.northwestern.edu

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

Kellogg on Branding Creating, Building and Rejuvenating Your Brand

Tim Calkins, Academic DirectorAlice Tybout, Academic Director

Day 1 Day 5 Day 6Day 2

AfternoonSession(s)

EveningSession

MorningSession(s)

EXECUTIVE EDUCATION // MARKETING & SALES

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