COVID-19 STATEMENT: While this virus is impacting everyone differently, this online program is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.


August 13, 2020


6 weeks, online

4-6 hours per week*


August 13, 2020


6 weeks, online

4-6 hours per week*

Competing on Price? Better Think Seriously About Differentiating Your Brand

In this hyper-connected world with so much noise and competition, branding and marketing have grown dramatically in influence and importance. Startups and mature businesses alike are seeking growth and long-term profitability—and it’s getting harder to come by amidst the clutter. Brands help people distill information, simplify choices, and make decisions.

Find growth and long-term profitability by offering a highly-differentiated product or service. If not, you’ll find yourself in a race to the bottom on price.

Since 2005,

Global marketing spending has increased 45% to approximately $585.5 billion.

That’s a lot of noise and clutter for your customers to cut through.

(Source: Kellogg on Branding in a Hyper-Connected World, John Wiley & Sons Publishing)

Key Takeaways

In this program, you will:

  • Learn to develop your brand's positioning, character, and purpose
  • Evaluate the health of your brand using different approaches
  • Make smart brand portfolio decisions and manage growth
  • Create a powerful marketing plan for a real-world scenario
  • Drive growth and defend against competitive attacks using a financial risk assessment

Who Is This Program For?

This program is for managers who are responsible for traditional branding initiatives. But it’s also geared towards any manager or executive who contributes to the organization’s growth initiatives. If you have a role in driving growth, whether through customer experience touchpoints, supply chain, distribution channels, or general management, you can benefit from learning about the critical role that brands play in driving profitable, long-term growth.

Representative roles include:

  • Brand managers and directors
  • Brand ambassadors such as Customer Experience managers
  • Branding agency executives and team
  • Founders/Entrepreneurs
  • Marketing, communication, and creative leaders
  • Growth and strategy leaders, including consultants
  • General managers

Learning Journey


Program Modules

In this online program by Kellogg Executive Education, you will gain a comprehensive perspective on how AI is being used in practice across organizations, across enterprise functions, as well as in a wide array of industries. In addition, you will learn how to implement an AI initiative and to address challenges related to responsible and trusted AI.

  • The Power And Challenge Of Branding
  • Defining Your Brand: Targeting, Positioning, Character, And Purpose
  • Bringing Your Brand To Life: Brand Design And Touch Points
  • Building a Strong Brand Portfolio
  • Managing Your Brands
  • Brand Strategy: Growth And Defense

Award-winning Program Faculty

Timothy Calkins
Timothy Calkins
Clinical Professor of Marketing, Kellogg School of Management

Tim Calkins helps people and organizations build strong brands. He is a marketing professor...

Julie Hennessy
Julie Hennessy
Clinical Professor of Marketing and Associate Chair of the Marketing Department

Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing...

Featured Guest Speakers Include

Gina Fong
Gina Fong

Adjunct Lecturer of Marketing at Kellogg School of Management and Principal at Fong Insight...More info

Eben Gillette
Eben Gillette

Vice President of Marketing at the Wine Group...More info

Kevin McTigue
Kevin McTigue

Clinical Associate Professor of Marketing at Kellogg School of Management...More info



Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.


After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.


Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Click here to know more.