Brand Management: Aligning Business, Brand and Behavior

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding, where brands are visual identities and promises to customers, with brands as customer experiences delivered across an organisation. The course offers coaching on working with your own brands, as well as guest videos from leading branding professionals. The aim of the course is to change the perception of a brand from an organisation's visual identity (e.g. logo) and image (customer associations with the brand) to an experience that occurs in the 'moments that matter' along the customer journey and is therefore delivered by people throughout the organisation. Brands are therefore not only external promises to customers but also a means of realising business strategy through internal brand-driven behavioural and cultural change. You will acquire and practise the following skills: 1. How to build brands from a broad organisational perspective 2. How to lead brand-led cultural change with a focus on people practices (i.e. 3. How to build brands in multi-brand companies, across cultures and geographies 4. How to measure brand health in new ways, i.e. not just externally but also internally 5. How to assess and record the performance of brands across the organisation - introducing the new concept of people-based brand equity and how this differs from valuing brands as intangible assets This course will enable you to develop the following aspects of yourself: 1. Head. Gain a deeper understanding of evolving brand management practices that go further than those practised in most organisations today 2. Heart. Be motivated to get involved in building your own brands - no matter where you sit in your organisation - thereby creating superior value for customers and for your organisation 3. Hands. Put what you learn into action. As Confucius said: "I hear and forget. I see and remember. I do and understand."