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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/brand
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课程名称：品牌管理： aligning business, brand and behaviour 概述：伦敦商学院的纳德·塔瓦索利教授对传统品牌管理方法进行了对比，强调品牌不仅仅是视觉身份和对客户的承诺，更是整个组织提供的客户体验。该课程为您的品牌进行了锻炼，并且包含了来自顶级品牌专业人士的客座视频。课程的目标是重新定义品牌，与其视为一个组织的视觉身份（如徽标）和形象（客户的品牌联想），不如说是顾客旅程中的“重要时刻”所提供的体验，因此，这一体验由整个组织的人共同呈现。品牌不仅是对客户的外在承诺，也是通过内部的品牌主导行为和文化变革来实施商业战略的手段。 您将学习并实践以下技能： 1. 从更宽广的组织视角构建品牌的能力 2. 如何在核心人力资源实践的指导下，引领品牌主导的文化变革（即品牌作为杠杆，而不仅仅是结果） 3. 在多品牌企业、跨文化和地理区域中构建品牌的方法 4. 以新的方式衡量品牌健康，即不仅从外部，还有内部 5. 如何评估和捕捉品牌在组织内的回报，介绍员工基础品牌资产的新概念，以及与将品牌视为无形资产的估值的不同之处 本课程将帮助您发展以下方面： 1. 头脑：深入理解品牌管理的动态实践，超越当今大多数组织的现行做法 2. 心：激发您投身于品牌交付的动力——无论您在组织内处于何种位置，从而为客户和组织创造更高的价值 3. 手：将所学转化为行动。正如孔子所说：“我听见了，我忘记了。我看到了，我记住了。我做了，我理解。” 课程大纲： 模块1：品牌目的与体验 内容简介：涵盖传统品牌概念、市场条件的变化以及品牌的新方法。通过品牌从业者的访谈与讲座视频，您将学到相关知识，还可进行选读、测验和同伴评审。 模块2：品牌设计与交付 内容简介：探讨品牌体验作为差异化基础，如何设计品牌体验及定价作为差异化品牌体验的途径。课程包含专家访谈、选读，测验及同伴评审。 模块3：品牌领导与对齐 内容简介：聚焦于商业、品牌和行为的策略对齐，战略品牌组合的对齐和全球品牌的协调。学习将包含访谈、选读、测验和同伴评审。 模块4：品牌实践与参与 内容简介：设计人力资源品牌最佳实践，参与品牌的模型以及行为变化的基础知识。通过视频访谈、选读、测验和同伴评审进行学习。 模块5：品牌指标与收益 内容简介：探讨品牌如何创造价值，品牌估值与品牌创造的价值的不同，并设计战略性和跨职能的品牌仪表板。课程将包含访谈、选读、测验和总结反思的同伴评审。 这门课程引导您全面理解和应用现代的品牌管理理念，将理论与实践相结合，为您的职业发展和品牌价值提升提供支持。
Name:Brand Purpose & Experience
Description:Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.
Name:Brand Design & Delivery
Description:Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module.
Name:Brand Leadership and Alignment
Description:Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.
Name:Brand Practices & Engagement
Description:Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module.
Name:Brand Metrics & Returns
Description:Welcome to Module 5! In this module, we'll cover the following topics: How brands create value; Why brand valuation is not the same as the value brands create; How to design a strategic and cross-functional brand dashboard. As well as the lecture videos, you will also be learning through interviews with David Haigh, CEO of Brand Finance. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment which asks you to reflect on your learning throughout the 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 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.”
