Brand & Reputation is tightly focused two-and-a-half day program on building and maintaining corporate brand and reputation. The program is led by the two top thinkers in these fields – Professors Paul Argenti and Kevin Lane Keller provide the latest and most comprehensive frameworks and practical insights on the art and science of managing corporate reputation and brands.
The program is fast-paced and designed for experienced executives – faculty will briefly share a concept or framework, an example of how it can be applied, and then have participants discuss or apply the concept. The objective is to have maximum impact and valuable take-aways in a short timeframe.
During the program you will learn how to:
- Differentiate among identity, image, brand, and reputation
- Plan strategies to mitigate reputational risk and to build reputational capital
- Effectively position a corporate brand and develop the optimal brand architecture
- Build corporate brand equity and understand the role of internal branding and external corporate image campaigns
- Manage a corporate brand to survive through tough times and thrive during prosperous times
- Measure corporate brand equity and implement a state-of-the art brand equity measurement system
- Understanding Corporate Identity, Image, and Reputation
- The Strategic Communication Imperative
- Managing Corporate Reputation and Reputational Risk
- Corporate Brand Equity & Positioning
- Corporate Brand Architecture
- Building & Managing the Corporate Brand
- Measuring Corporate Brand Equity
- Special Sessions with Industry Experts
Brand and Reputation is designed for senior executives with responsibility for corporate branding, marketing, corporate communications, and/or investor relations. This program is appropriate for a broad array of high-potential and senior leaders in addition to C-level executives. The topics and discussion are appropriate for executives from a wide range of organizations and settings including public or private, large or small firms.
Paul Argenti is professor of corporate communication at the Tuck School. Over the past 25 years, Professor Argenti has provided management and corporate communication consulting and training to over 50 corporations and non-profit organizations in the U.S. and other countries. Representative clients include Goldman Sachs, Sony, General Electric, and ING. He also consults and speaks about issues of corporate reputation and social responsibility. His recent research on social media extends his expertise in corporation communications, strategy formulation and execution, corporate reputation, and corporate social responsibility.
Professor Argenti’s most recent books include Digital Strategies for Powerful Corporate Communications (2009), Corporate Communication (fifth edition, 2009), and Strategic Communication (2007). Prior to joining Tuck, Professor Argenti taught management and corporate communication at the Harvard Business School and the Columbia Business School. He has also taught as a visiting professor in Japan, Finland, the Netherlands, India, and Singapore.
Kevin Lane Keller, E.B. Osborn Professor of Marketing at the Tuck School. Professor Kevin Keller is acknowledged as one of the world’s foremost leaders in the study of brands, branding, and strategic brand management. Actively involved with industry, he has served as brand confidant to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, Miller Brewing, Procter & Gamble, and Starbucks. He has also carried out brand consulting with Allstate, Beiersdorf (Nivea), Blue Cross and Blue Shield, Campbell Soup, General Mills, Goodyear, Kodak, Mayo Clinic, Nordstrom, Shell Oil, Unilever, and Young & Rubicam.
Keller’s textbook, Strategic Brand Management, is used at top MBA schools and leading firms around the world. It has been called the “bible of branding.” Keller is also co-author with world-renowned management guru Philip Kotler of the all-time best-selling marketing textbook, Marketing Management.
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"The public is growing increasingly cynical about corporate behavior. What can companies do to safeguard their reputation and their brands — and beyond that, to enhance and even realize strategic value from them? "
