Chevron Left
Zurück zu Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour, University of London

4.9
(287 ratings)

Über diesen Kurs

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.”...

Top-Bewertungen

von 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.

von 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.

Filtern nach:

103 Bewertungen

von Amit Dixit

May 22, 2019

Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.

von Kayla Sasser

May 16, 2019

Great information and wonderful interaction.

von Ravi Kumar

May 14, 2019

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

von Thomashuyskes@hotmail.com

May 13, 2019

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

von Anneka Dave

May 11, 2019

Amazing course!

von U Kyaw Soe

May 09, 2019

I LIKE EXCELLENT...

von Camila Villegas Mejia

May 09, 2019

I found this course really eye-opening and entertaining!

von 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.

von BALAKUMAR

May 06, 2019

Good one!

von 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.