Brand Leadership: Strategy, Management, and Performance

A brand is a pivotal strategic and financial asset for any organization. In Brand Leadership: Strategy, Management, and Performance, you will learn how to build a strong brand identity, a superior brand experience, and lasting brand loyalty. You will be able to differentiate your brand from the competition, sustain its differentiation and competitive advantage, and maximize its impact and profitability.

The program is fast paced, dynamic, and practical, combining interactive lectures and discussions with case studies, planning exercises, and other group work. It is delivered in close collaboration with the Center on Global Brand Leadership, a one-of-its-kind think tank that provides innovative brand solutions.

At the Center, the program’s faculty directors, Professors Bernd Schmitt and Michel Tuan Pham, have developed some of the key ideas in brand marketing and management today – from emotional branding and positioning platform selection to customer experience management. These ideas have been built into the Executive Brand Leadership ModelTM, a powerful set of practical tools for managing and leveraging brand assets in today’s global and digital environments. In the Brand Leadership program, you will learn to apply this model to your brand and organization for greater profits and growth.

In addition to classroom work, the program uses New York City as a virtual brand and lifestyle laboratory. In addition to meeting New York-based new media experts, you will engage in an immersive brand experience tour of iconic retail stores, and conduct an on-site analysis of digital brand displays in Times Square, followed by drinks and dinner at a much-buzzed-about lifestyle restaurant and bar.

Our professional relationship with you will begin before the program and won’t end with the program. Prior to the program, you will receive a free Brand Leadership Audit from the program directors. After the program, you will be eligible to join the network of thousands of brand executives associated with the Center on Global Brand Leadership, attend the Center’s conferences at a discount rate, and receive the Center’s latest updates in knowledge and brand insight.