Brand Leadership: Strategies for Driving Growth in a Global Marketplace

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Wharton Executive Education
Dates Location Tuition
- Brand Leadership: Strategies for Driving Growth in a Global Marketplace
Philadelphia
$7,600

Most business managers recognize that a strong brand plays a pivotal role in any organization's success. But what makes a brand strong and well-positioned for the future? How can your brand be leveraged to its fullest potential? How can you factor brand strength into a viable growth strategy? And how can you measure ultimate brand value to justify significant investment? Wharton's top-ranked marketing faculty have been studying the science of branding for over 25 years. They know the methodologies and frameworks that can help you leverage and grow your most valuable asset.

In Brand Leadership, you will learn how to manage your brand in today's highly competitive global markets. From valuation metrics to positioning, managing consumer experience to customer centricity, discover the strategic potential of branding — and the tools you need to grow and protect your brand.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Program Consultants are available to provide more information on course specifics and discuss how this program might meet your needs. Please contact them by e-mail or by telephone at +1 215.898.1776. Plan your stay.


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Brand Leadership uses case studies, interactive lectures, and group work to show you how to leverage your brand for strategic growth. Participants will conduct brand audits on their own and each others' brands. Applying techniques learned in the classroom, groups will perform brand inventories and market research, use qualitative and quantitative metrics to evaluate brands, and make brand recommendations. The blend of faculty experience, scientific methodologies, and hands-on application involving real issues means participants in Brand Leadership will come away with the tools and knowledge they need to compete in today's fast-moving global marketplace.

Selected Program Sessions:

  • Brand positioning
  • Managing consumer experiences
  • Managing your brand
  • Qualitative and Quantitative brand measurement
  • Global branding strategies
  • Customer centricity
  • Growth strategies

Wharton's Brand Leadership program is designed to provide an in-depth understanding of the role of branding in the strategic growth and success of organizations. With an emphasis on qualitative and quantitative evaluation, management, and positioning of your brand, the program is suitable for anyone who needs to understand and value their brand as an asset, including marketing executives, finance and accounting executives, entrepreneurs, startup company leaders, and those involved with mergers and acquisitions.

We encourage companies to send cross-functional teams of finance and marketing executives to leverage the application and value of the program. Additional group benefits are available when four or more participants attend a program.

Brand Leadership was developed to increase your understanding of the strategic importance of branding and to provide you with tools you can use to better manage and leverage your brand. You will learn:

  • Strategic metrics for measuring and valuing brands
  • Market research methods
  • Navigation of the dynamics of branding in a changing climate
  • How, when, and why to reposition brands
  • Evaluation of the effectiveness of your brand
  • Strategies for global branding and managing brands for growth

undefined BARBARA KAHN, PhD
Faculty Director
Patty and Jay H. Baker Professor,
Professor of Marketing
Director, Jay H. Baker Retailing Center
The Wharton School

Professor Kahn is the co-author of The Grocery Revolution: The New Focus on the Consumer (Addison-Wesley, 1997), a look inside the packaged goods industry and study of consumer behavior. She is an internationally recognized scholar whose research areas include consumer choice, variety seeking, brand loyalty, retail assortment, price promotions, and decisions under uncertainty/ambiguity (including medical and financial decision-making).
Jagmohan Raju, PhD JAGMOHAN S. RAJU, PhD
Joseph J. Aresty Professor
Professor of Marketing
Chairman, Wharton Marketing Department
The Wharton School

Professor Raju is a leading authority on competitive strategy and pricing. His research interests include pricing, strategic alliances, new-product introduction strategy, retailing, private labels, and corporate advertising. He teaches marketing management to the MBAs, pricing strategy to the Executive MBA students, and mathematical models in marketing to the PhD students. He is the academic director of Wharton's Strategic Marketing Essentials, Competitive Marketing Strategy, and Pricing Strategies Executive Education programs and is the marketing editor of Management Science. He holds a PhD in business, an MS in operations research, and an MA in economics from Stanford University. He also has an MBA from the Indian Institute of Management, Ahmedabad, and a BTech in electrical engineering from the Indian Institute of Technology, Delhi.
undefined PATRICIA WILLIAMS, PhD
Ira A. Lipman Associate Professor of Marketing
The Wharton School

Patti Williams is the Ira A. Lipman Associate Professor of Marketing at the Wharton School. She currently teaches courses on advertising/marketing communications to both undergraduates and MBA students at Wharton, and has also taught on Marketing and the Internet. She is the recipient of an Excellence in Teaching Award.

Her research interests include the role of emotions in persuasion and consumer decision making and automatic and effortful processes in consumer behavior. Her papers have appeared in the Journal of Consumer Research and the Journal of Marketing Research, among others. She serves on the Editorial Review Boards for the Journal of Consumer Research and the Journal of Consumer Psychology.

Prior to joining the Wharton School in 2000, Dr. Williams was an assistant professor at the Stern School of Business at NYU. She received a BA in communications from Stanford University and an MBA and PhD in marketing from UCLA.

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