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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
185 個評分
75 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

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 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.

篩選依據:

75 個審閱

創建者 Kanyanat Vimonchandra

Feb 13, 2019

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

創建者 Jérôme Cinq-Mars

Feb 11, 2019

Worth it !

創建者 Xavier Hounnou

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.

創建者 Ankita Kishor Chandak

Feb 11, 2019

Brilliant course! Loved the way the concepts were introduced and their real world application explained via current business studies. Thoroughly enjoyed the interviews with various business men and women. If I were to do an MBA abroad, LBS would be very high on my list, especially due to Prof Nadar. Awesome!

創建者 oleg kalashnikov

Feb 10, 2019

Very interesting and exiting. It forces shifting your mind and to glance on the branding process from another side

創建者 Rishabh Sethi

Feb 07, 2019

It was awesome, i wish it included some Analytics part also.

創建者 DADA OMOLARA

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 Jacqueline Chiang

Jan 30, 2019

For marketing people, this is a great course to change your mindset!

創建者 Saurov Adhikari

Jan 29, 2019

This course is very effective and up to dated. I have learned a lot from this course. The relationship among Business, Brand & Behavior has been wonderfully crafted in this course. finally I would like to thanks to the course instructor for his friendly & easily understood lectures.

創建者 Chinweike Osuagwu

Jan 28, 2019

This course is an eye opener as to the mistakes most corporations make with regards aligning their business, brand and behavior. My sincere gratitude to Prof Nader Travassoli for putting this together.