What you'll learn
Leverage a brand as a significant corporate asset
Build your personal brand and expand your personal and professional network
Design brand strategy and manage brands for maximum value
Understand how to establish brands that resonate with today's consumers
Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are increasingly diverse, are skeptical of marketing, and are empowered by digital technologies that easily connect them to others who share their tastes. To leverage that advantage, brand managers must be able to strengthen their brand through stories that spark conversations—capturing attention, generating engagement, and providing relevant meaning.
Through a rich learning experience that includes faculty presentations, interactive case study discussions in the classroom and in small groups, reflective exercises, and an expert panel from leading global consumer packaged good companies, you and an exceptional group of peers will explore diverse aspects of branding today.