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Brand Leadership: Strategies for Driving Growth in a Global Marketplace


Program Overview

In Brand Leadership: Strategies for Driving Growth in a Global Marketplace, Wharton’s globally recognized marketing professors teach you the art and science of branding to help you better understand and manage one of your most important assets.

The objectives of the program are to increase your understanding of the strategic importance of branding and to provide you with proven tools for better brand management within your organization and externally for your customers. For marketers and non-marketers alike, Brand Leadership will teach you how to leverage your brand for maximum impact.

This dynamic program explores:

  • Global brand positioning and management
  • Customer-centricity
  • Valuation metrics


Impact & Experience

Through Brand Leadership, you will gain insight into the role of a brand and its power and importance as a strategic differentiator, and increase your understanding of how to use your brand for greater competitive advantage.

The program draws on contemporary business issues and uses a variety of teaching methods, including case studies, interactive lectures, and group work. Participants conduct brand audits on their own brands and those of their fellow classmates to facilitate a high level of class interaction and valuable dialogue. 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 result is new tools and powerful knowledge you can immediately apply to your brand strategy for new opportunities.

Topics include:

  • Global Branding Strategies
  • Qualitative and Quantitative Brand Measurement
  • Managing Consumer Experiences

Who Attends This Program

Participants in Brand Leadership come from various business functions. The program is for anyone looking to better understand brand value as an asset, which may include:

  • Executives in marketing, finance and accounting
  • Entrepreneurs and start-up company leaders
  • Those involved with mergers and acquisitions

To further leverage the value and impact of Brand Leadership, we encourage companies to send cross-functional teams of executives to Wharton. We offer group enrollment benefits to companies sending four or more participants to this program.


  • Barbara Kahn, PhD

    Faculty Director

    Patty and Jay H. Baker Professor, Professor of Marketing; Director, Jay H. Baker Retailing Center, The Wharton School

    Research Interests: Brand loyalty, consumer choice, customer relationship managementSee Faculty Bio

  • Jagmohan Raju, PhD

    Vice Dean of Executive Education, Joseph J. Aresty Professor, Professor of Marketing, The Wharton School

    Research Interests: Competitive strategy, pricing, retailingSee Faculty Bio

  • Patti Williams, PhD

    Ira A. Lipman Associate Professor of Marketing, The Wharton School

    Research Interests: Consumer decision-making, emotional and attitudinal ambivalence, the persuasive effects of emotionSee Faculty Bio

Program Logistics

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Contact a member of the Wharton Executive Education Client Relations team for more information on course specifics and to discuss how this program can meet your professional development needs. Please contact them by email or by phone at +1.215.898.1776.

Plan Your Stay

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