Chevron Left
Retour à Brand Management: Aligning Business, Brand and Behaviour

Avis et commentaires pour d'étudiants pour Brand Management: Aligning Business, Brand and Behaviour par Université de Londres

4.9
étoiles
5,939 évaluations

À propos du cours

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.”...

Meilleurs avis

AS

16 mars 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

SS

19 avr. 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!

Filtrer par :

226 - 250 sur 2,254 Avis pour Brand Management: Aligning Business, Brand and Behaviour

par Eduardo C

24 oct. 2020

par Michael O

20 avr. 2020

par Carolina S

15 avr. 2021

par K. R

7 juil. 2020

par Bridget L

10 août 2021

par Rohit B

17 sept. 2020

par Nant C W Z

9 août 2021

par Karishma S

9 juin 2020

par Sundes S

30 déc. 2020

par Patrizia B

25 oct. 2020

par Chirag S

15 juil. 2022

par Nadim Z

2 mai 2020

par Patricia L

30 juil. 2021

par IRINA F

3 mai 2021

par SNEHAL V

29 oct. 2020

par fatemeh s

23 avr. 2020

par Rowena F

23 nov. 2019

par Blanche D L

19 déc. 2021

par ROLANDO M

17 août 2020

par Cristina R

17 nov. 2020

par Candela D B

3 mars 2020

par Priyanka S

3 mai 2021

par Christos V

8 mars 2021

par Pabitra B

26 mai 2020

par Arathi S

25 mai 2020