品牌管理:协调经营、品牌和行为

Brand Management: Aligning Business, Brand and Behaviour

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.

伦敦大学

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品牌管理:协调经营、品牌和行为
  • 分类: 商业管理
  • 平台: Coursera
  • 语言: 英语

About the Course

What?

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:

How to build brands from a broad organisational perspective

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)

How to build brands in multi-brand companies, across cultures and geographies

How to measure brand health in new ways, that is, internally in addition to externally

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.

Who?

This course is designed for a broad audience of marketing and non-marketing professionals, in particular human resources and finance but extending to all employees who need to understand their critical role in delivering on the brand promise. It is also accessible to students, to complement a more traditional course on branding. This course is NOT for couch potatoes as you will be challenged to do stuff in the real world!

Why?

This course allows you to develop the following aspects of yourself:

Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today

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

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.”

Course Syllabus

Module 1 – Brand purpose & experience
Module 2 – Brand design & delivery
Module 3 – Brand leadership & alignment
Module 4 – Brand practices & engagement
Module 5 – Brand metrics & returns

The week before the course officially starts, we’ll have a soft launch with a taster video and activity.

Recommended Background

You will not need any prior knowledge. This course is most valuable if you are currently employed as this will allow you to apply exercises directly to your organisation. As such, you will gain most value if you and one or more of your colleagues follow this course together. If you are a student or not currently employed, you can also apply the exercises to a brand of your choice.

Suggested Readings

The course is NOT based on these very useful books and they are entirely optional:

“Uncommon Practice: People Who Deliver a Great Brand Experience” edited by Andy Milligan and Shaun Smith (FT Prentice Hall)

“The Power of Habit: Why We Do What We Do in Life and Business” by Charles Duhigg (Random House)

“Grow – How Ideals Power Growth and Profit at the World’s 50 Greatest Companies” by Jim Stengel (Virgin Books)

“The Experience Economy: Work is Theatre & Every Business is a Stage” by B. Joseph Pine II and James H. Gilmore (HBS Press)

“Employees First, Customers Second” by Vineet Nayar (HBS Press)

Course Format

The class will consist of about 1 hour of video material per module plus optional materials available online. You will be tasked to complete a number of practical exercises, so prepare to get involved!

FAQ

What resources will I need for this class?
For this course, all you need is an Internet connection, the time to read, write, reflect and discuss, and willingness to contribute to the mutual learning experience.

What can I earn for completing this course?
You can earn a Verified Certificate by verifying your work with a risk-free, no obligation Signature Track trial. Payment for Signature Track can be made anytime until the week before the course ends — so you’ll be more certain that you’ll earn your Verified Certificate. If you choose not to verify your work, you can still participate in the complete course. While your final score will be noted on your course records page, this course will not offer a Statement of Accomplishment.

Where can I find more information regarding London Business School and its programmes?
London Business School offers a rich portfolio of masters and non-masters programmes tailored to the ambitions of students and executives at every stage of their careers. The Executive Education team offers a portfolio of over 25 open programmes as well as custom-designed programmes developed to meet the specific needs of individuals and their organisations.

Our vision is to have a profound impact on the way the world does business. Through academic excellence, global diversity, real-world connections and a pivotal London location, we deliver a first-class educational experience that transforms our students’ futures.
For more information, please visit www.london.edu.

Where can I find more information regarding the University of London and its programmes?

The University of London is a federal University which includes 17 world leading Colleges, who offer many levels of study including foundation, undergraduate and postgraduate degrees, as well as diplomas and research degrees.

It is, however, not essential to be in London to study for a University of London degree.

The University of London International Programmes was founded in 1858 and is the world’s oldest provider of flexible learning. Its programmes have enriched the lives of thousands of students by offering the opportunity to study for a University of London degree from anywhere in the world.

These programmes result from a collaboration between the University of London International Academy and 12 Colleges of the University of London. Today there are 54,000 students in 190 countries studying through the University of London International Programmes, for more than 100 qualifications at degree, higher education diploma and certificate level. For more information, please visit:www.londoninternational.ac.uk

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