Designing and Leading the Corporate Brand

Corporate branding goes beyond logos and campaigns; it integrates purpose, organizational culture, stakeholder trust, and long-term business performance. This program equips managers with strategic and practical tools to build, manage, and leverage a strong corporate brand that aligns with organizational purpose and delivers value to customers, employees, investors, and society. It will facilitate managers creating coherence between internal corporate identity and external image, while navigating challenges such as digital transparency, employer branding, ESG expectations, and reputational risk. Key learning objectives: By the end of the program, participants will be able to: • Understand key concepts of corporate brand, identity, image, and reputation, and how they differ from product/service branding. • Diagnose the current strengths and weaknesses of their corporate brand using qualitative and quantitative brand equity metrics. • Design or refine a corporate brand platform (purpose, values, culture, positioning, leadership behavior, and communication) and align it with business and stakeholder expectations. • Integrate corporate branding with corporate communications, employee engagement, and customer experience to deliver a consistent brand across touchpoints. • Develop an action plan to strengthen corporate branding in their own organizations, including governance, internal branding, and measurement.

Executive Education

With 70 MDPs lined up this year, XLRI continues to provide cutting-edge executive education, empowering professionals to navigate evolving business challenges with confidence and agility.

Short, practice-oriented inputs on corporate branding frameworks, identity systems, and purpose-driven branding.

Analyze Indian and global cases on brand building, repositioning, and reputation management.

Work on brand purpose, value propositions, architecture, and cross-functional brand decisions.

Present organizational challenges and develop actionable plans for brand-led growth.

Mid-level and senior professionals managing corporate or umbrella brands.

Individuals responsible for reputation management, media, and stakeholder communication.

Leaders shaping brand perception through business strategy and customer experience.

Professionals driving internal branding, culture-building, and employee engagement initiatives.

Short, practice-oriented inputs on corporate branding frameworks, identity systems, and purpose-driven branding.

Analyze Indian and global cases on brand building, repositioning, and reputation management.

Work on brand purpose, value propositions, architecture, and cross-functional brand decisions.

Present organizational challenges and develop actionable plans for brand-led growth.