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Volver a Brand Management: Aligning Business, Brand and Behaviour

Opiniones y comentarios de aprendices correspondientes a Brand Management: Aligning Business, Brand and Behaviour por parte de Universidad de Londres

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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.”...

Principales reseñas

S

22 de oct. de 2020

Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.

SS

19 de abr. de 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

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1976 - 2000 de 2,381 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por Tamilselvan

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19 de abr. de 2019

Awesome Content

por Lilian M

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14 de oct. de 2018

Just excellent!

por SHRI D G

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15 de oct. de 2022

Its Great!!!!

por Victoria H

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14 de ago. de 2022

exceptional!!

por Shivani A

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4 de jul. de 2022

Amazing course

por Stephanie L P

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17 de jun. de 2022

great CX curse

por Amany B

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23 de nov. de 2021

really amazing

por Alessandro C

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22 de sep. de 2021

Mind opening !

por Devendra S

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1 de jul. de 2021

Great learning

por Gaurika N

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3 de may. de 2021

amazing course

por Omar R R E E

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12 de dic. de 2020

Helpful Course

por Mohammad Z R

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31 de oct. de 2020

Amazing course

por MOHIT D J

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29 de ago. de 2020

Amazing Course

por Supriya P

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11 de ago. de 2020

simply awesome

por Aayush R

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26 de jul. de 2020

Well explained

por Hannah A B A

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29 de jun. de 2020

Great teacher!

por Pranjal s

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26 de jun. de 2020

AMAZING COURSE

por Steven G

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25 de may. de 2020

Great content.

por Ksenia K

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11 de may. de 2020

Very intesting

por Angad S

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6 de may. de 2020

Amazing course

por K.Anwesh P

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8 de abr. de 2020

well explained

por Gitta Q

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21 de jun. de 2018

Very Educative

por 贺新

•

3 de nov. de 2022

Great course!

por Rasaq M M

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22 de sep. de 2022

good course.

por Douglas C

•

7 de feb. de 2022

Great course!

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