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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.
About the Brand Management: Aligning Business, Brand and Behaviour Course:
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.
Learn more: https://goo.gl/en1q2h
About Nader Tavvasoli:
Dr Nader Tavassoli is the founding director of the Walpole Luxury Management Programme at London Business School. He received his PhD from Columbia Business School in 1994 and was on the faculty of the MIT Sloan School of Management until 2002. While there, he was faculty director of the Entrepreneurship Programme and founding faculty director of the e-Business Programme.
He has been non-executive chairman of The Brand Inside – inspiring brand-led change since 2006. In 2013, he co-founded Compaso; He is also an angel investor and advisor to Phigital and SoceanIQ. For the past 21 years, he has advised and taught executives from internet and high-tech start-ups to over 30 Global Fortune 500 companies.
Learn more: https://goo.gl/CW91Cl
The Brand Management: Aligning Business, Brand and Behaviour is provided in collaboration with the University of London International Academy.
Learn more: http://goo.gl/Aeh7E8
That is one hot mama. The mom of two heats things up on the cover of Entertainment Weekly in white hot bikini.
Ellen Page lets loose with Flare magazine and shows off her toned tummy in nothing but a black bra and open blazer. The 27-year-old discusses coming out as gay this year and what the decision means for her wardrobe.
The "Veep" star posed on the cover of Rolling Stone magazine with nothing but the United States Constitution, signed by John Hancock, across her back. The problem is Hancock signed the Declaration of Independence, not the Constitution. She jokingly blamed the blunder on Mike McClintock, the fictional "Veep" character played by Matt Walsh. "Yet another Mike (expletive)," she tweeted.
Orlando Blooms ex ditched her bra for the January/ February 2014 cover of Harpers Bazaar Australia.
In July of 2012 Kate Upton showed her patriotic side by sporting a teeny bikini on the cover of GQ.
The sexy "Hitch" star gets up close and personal for the July 2010 issue of "W" magazine.
Blake Lively and Leighton Meester.
The "Gossip Girl" co-stars share boyfriends on the show. Why not share an ice cream on the cover of "Rolling Stone?" (March 2009)
Jake Gyllenhaal and Anne Hathaway.
To promote their film "Love and Other Drugs" the co-stars went nude for the November 2010 cover of "Entertainment Weekly."
Not exactly the norm for the mag!
In January 2009, Jen Aniston wore nothing but a tie for the cover of "GQ."
The actress has said that shes not into playing up her sex appeal.
The French edition of Vogue in April 2009 says otherwise.