BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR COURSE
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
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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.”
Click
here for course details…
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