Course Title: Brand Creation & Strategy

¥54,000

Course Code: BCA101

Course Period: 2025/9/27-11/1

Day: Sat

Time: 13:30-16:20

Hours: 18

Sessions: 6

Instructional Language: English

English Proficiency Level: Advanced,High Intermediate

Location: In-Person (Tokyo), Online (Zoom)

Course Description: This module explores branding through the lens of both success and failure. While many training programs highlight brand triumphs, this course also examines cautionary tales—brands that collapsed during expansion or lost alignment with their core identity. Students will analyze key inflection points in brand extensions—both line and category—and explore why some brands thrive, others decline, and a few make successful comebacks. Real-world case studies will be used to uncover what drives brand resilience and authenticity in today’s fragmented market.

Learning Objectives: By the end of this module, students will be able to:
・Understand how brands are built—and how they falter—during creation and extension.
・Analyze the difference between brand success and near or actual failure.
・Evaluate both their own and competitors’ branding strategies using practical frameworks.
・Apply specific checklists to assess market and financial viability.
・Maintain brand authenticity while navigating a cluttered branding environment.

Who should take this course: Ideal for individuals with a foundational understanding of marketing or branding who want to deepen their insight into how brands thrive or fail—particularly during periods of growth. Useful for entrepreneurs, marketers, product developers, or those responsible for brand stewardship.

Textbook: No required textbook

Instructor: Gil Chavez

Instructor Biography: Gil is a Tokyo-based consultant and professor with extensive experience in delivering courses and seminars on talent development, marketing, and leadership. He has worked with some major whisky brands. He began teaching at universities in 1998 as a professor at California Polytechnic State University. Since then, he has taught numerous courses and MBA programs across universities in Japan. Throughout his time as a professor and trainer,l Gil has gained recognition for his engaging and sincere approach to education and professional development. Gil’s work experience includes managerial, consulting, and executive positions, including IBM Asia Pacific, Nortel Networks, Hill & Knowlton, and Kyodo PR. He has advised many global and regional executives of top companies as well as ambassadors and embassies. He has a master’s degree from the University of Kansas, a bachelor’s degree from Colorado College, and has attended executive education programs at Harvard Business School. Originally from the United States, Gil is also fluent in Japanese.