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Strategies that Build Winning Brands 

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  • Institute Icon240 acre campus
  • Estd. 1851

Strategies that Build Winning Brands
Northwestern University 

Understand how to make smart brand portfolio decisions and manage growth


6 weeks

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Total fee

2.17 Lakh

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Course Level

UG Certificate

Strategies that Build Winning Brands
Northwestern University 

  • Earn a certificate of completion from Northwestern University
  • Learn from expert faculty
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Strategies that Build Winning Brands
Northwestern University 
Course details

Who should do this course?
  • For Brand managers and directors
  • For Marketing, communication and creative leaders
  • For Brand ambassadors such as Customer Experience managers
What are the course deliverables?
  • Learn to develop your brand's positioning, character and purpose
  • Discover different approaches for evaluating the health of your brand
  • Create a powerful marketing plan for a real-world application
  • Determine how to drive growth and defend against competitive attacks using a financial risk assessment tool
More about this course
  • In a hyper-connected world with so much noise and competition, effective branding and marketing are more important than ever
  • In this environment, many struggle to grow while new, founder-led brands capture momentum
  • The brand experts at Kellogg provide engaging activities in every module that allow you to put the concepts you learn into practice right away
  • Benefit from their real-world experience with global brands, their proprietary frameworks, and case studies that you won't find elsewhere

Strategies that Build Winning Brands
Northwestern University 

Module 1 - The Power and Challenge of Branding

Understand what we mean by 'brands-and how they add value

Distinguish how brands can both help and hurt a product's proposition

Demonstrate the importance of building customer advantage

Module 2 - Defining Your Brand: Targeting, Positioning, Character and Purpose

Assess the risks and benefits of designing products and services to appeal to everyone in a heterogeneous market vs. a hyper-targeted one

Apply the rules for picking a smart target market

Construct a positioning statement which captures a winning brand positioning

Determine whether a cause- or purpose-driven marketing approach could add a tailwind to the positioning

Module 3 - Bringing Your Brand to Life: Brand Design and Touch Points

Develop personas to gain clarity on who your target customers are

Construct a meaningful customer journey for a product category and identify crucial touch points

Module 4 - Building a Strong Brand Portfolio

Learn how to manage a brand portfolio together as a system and best practices for portfolio management

Examine the different options available when building a portfolio

Analyze whether you should launch a new brand or do a brand extension

Module 5 - Managing Your Brands

Learn different methods for assessing brand health

Recognize the shortcomings of legacy brand tracking measures for measuring brand association networks

Apply the Awareness/Liking/Share model of Brand Tracking to diagnose key brand challenges and potential strategic solutions

Create a powerful and concise one page marketing plan that will garner support from management

Module 6 - Brand Strategy Growth and Defense

Explain why most businesses have to grow to stay healthy

Construct a strategically-designed brand or line extension

Evaluate growth opportunities from both broadening a brand and tightening its focus

Analyze competitive threats and determine if and/or how you need to defend your brand

Create a strategic defense plan

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Strategies that Build Winning Brands
Northwestern University 
Faculty details

Timothy Calkins, Clinical Professor of Marketing
He is Associate Chair of the Marketing Department and Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management. He teaches courses including Marketing Strategy, Biomedical Marketing and Strategic Marketing Decisions. He is also co-academic director of the Kellogg on Branding executive education program.
Julie Hennessy, Clinical Professor of Marketing
Julie Hennessy is a Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University. 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.

Strategies that Build Winning Brands
Northwestern University 
Entry Requirements

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  • Not mentioned

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Strategies that Build Winning Brands
Northwestern University 
Contact Information


633 Clark Street, Evanston, Illinois-60208, USA
Evanston ( Illinois)

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