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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
245 個評分
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90 個審閱

課程信息

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.”...

熱門審閱

創建者 DO

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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.

創建者 CH

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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.

篩選依據：

91 個審閱

創建者 Vlad Ugarov

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Apr 17, 2019

This is a fantastic course! I can't recommend it enough to anyone looking for a fresh look at Brand Management. Professor is incredible in his way to deliver information and explain concepts which always come with example so you'll never be left in confusion. It's totally worth it, highly recommended.

創建者 Sheraz Sabir

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Apr 14, 2019

Nader Sir Your example from the real world is just Awesome and make it easy to understand the concept of terms.

創建者 sajid ali malik

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Apr 14, 2019

Give interesting knowledge in each step

創建者 Abdelrahman Fayyad

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Apr 08, 2019

Great work

創建者 Agus The

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Apr 05, 2019

Thank you so very much for making this course available for me to take online. I learned a great deal and the course is informative.

創建者 Konstantin Timatkov

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Mar 28, 2019

Insightful and captivating course that is professionally made and professionally taught. I took away the knowledge that I needed much earlier.

創建者 Michael Mwape

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Mar 26, 2019

PERFECT

創建者 Yong Seok Suh

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Mar 24, 2019

Really changed my mindset of Brand management itself.

And really made me think about but Brands truly mean and what my role is actually.

Thank you very much for the MOOK it was very inspiring, and I hope I can really transform this into the work that I do

創建者 Karthikeyan

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Mar 18, 2019

Good course for Foundation.

創建者 Sanjana Kasireddy

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Mar 11, 2019

Excellent explanation with understandable examples.

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