Building Strong Brands

Learn how to create, grow, and protect powerful brands from Alexander Chernev, Professor of Marketing at the Kellogg School of Management, Northwestern University. Based on his book Strategic Brand Management, this course delivers a practical framework for understanding how brands create unique market value and drive long-term business success. Ideal for brand managers, product managers, entrepreneurs, and senior executives, this program breaks down the science and strategy behind building brands that stand out in competitive markets. What You'll Learn: • Core principles of strategic brand management • How to define a strong brand value proposition and positioning • Designing brand attributes, identifiers, and associations • Building impactful brand communication campaigns • Brand architecture and portfolio management • Cobranding and brand extension strategies • Brand repositioning and realignment • Managing brands over time for sustainable growth • Measuring brand equity, brand power, and customer value • Creating a complete strategic brand management plan You’ll gain insights into how brands influence customer perception, differentiate offerings, and generate lasting market value. The course also covers real-world brand planning tools like brand audits, brand identity guides, and frameworks for evaluating brand impact. Whether you're launching a new brand or strengthening an existing one, this course equips you with the tools and strategic thinking needed to build brands that resonate, perform, and endure.