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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
211 个评分
82 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 XH

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:

83 个审阅

创建者 Karthikeyan

Mar 18, 2019

Good course for Foundation.

创建者 Sanjana Kasireddy

Mar 11, 2019

Excellent explanation with understandable examples.

创建者 Sateesh Hegde

Mar 10, 2019

It is a great course with new perspectives. I feel, Managers or Founders must study this course since the idea of Brand Management is shifting from ' Department' to ' Function'. I am very happy with the content delivery and design of the entire course structure. Great course by great school and look ahead for much more useful courses from University of London.

创建者 Dhaval Khimjibhai Bhanushali

Mar 08, 2019

great deal of learning about business,brand and behaviour

创建者 Mariia Sotskaia

Mar 05, 2019

Lot's of insights I've got as well as got practical tools to use in my job

创建者 Thelma Nicoli Wiegert

Mar 04, 2019

A new way of working with brands. Every marketing, HR or C-level professional should understand these concepts and apply them, immediatly.

创建者 Yuliya Chukurlu

Feb 28, 2019

Very useful course, all themes with examples.

创建者 Prashant

Feb 18, 2019

This course is need for any marketing student

创建者 Kanyanat Vimonchandra

Feb 13, 2019

This course has a lot more to learn and practice, if you really want to understand Brand management

创建者 Jérôme Cinq-Mars

Feb 11, 2019

Worth it !