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返回到 品牌管理:协调经营、品牌和行为

品牌管理:协调经营、品牌和行为, 伦敦大学

4.9
287 个评分
104 个审阅

课程信息

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change. You will learn and practice the following skills: 1. How to build brands from a broad organisational perspective 2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome) 3. How to build brands in multi-brand companies, across cultures and geographies 4. How to measure brand health in new ways, that is, internally in addition to externally 5. How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. This course allows you to develop the following aspects of yourself: 1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today 2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”...

热门审阅

创建者 DO

Feb 04, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

创建者 CH

Feb 11, 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

筛选依据:

102 个审阅

创建者 Kayla Sasser

May 16, 2019

Great information and wonderful interaction.

创建者 Ravi Kumar

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

创建者 Thomashuyskes@hotmail.com

May 13, 2019

Very relevant information for someone who works in an organisation that is shifting towards an Omni-channel strategy.

创建者 Anneka Dave

May 11, 2019

Amazing course!

创建者 U Kyaw Soe

May 09, 2019

I LIKE EXCELLENT...

创建者 Camila Villegas Mejia

May 09, 2019

I found this course really eye-opening and entertaining!

创建者 Austin Jupp

May 08, 2019

This course really assists well with overall understanding of Brands, as well as contemporary differences in how they are managed. Up to date, and well explained with great visuals, there is an abundance of clothes hangers.

创建者 BALAKUMAR

May 06, 2019

Good one!

创建者 rohit chandra allam

May 02, 2019

The great course really impressed my teaching skills of the instructor. The in-depth understanding of brands . Finally, to sum up, the course was great customer experience.

创建者 Alaa Omar Bahattab

Apr 22, 2019

great course and I've really learned a lot, I only faced a problem with the last assignment where I didn't understand exactly what to do. No one answered my question in the forums. I even tried contacting the lecturer on his personal email but I didn't get a reply and so I got stuck for a couple of days until I figured it out.