Hi guys, Welcome to the Advanced Video Search Engine, and you are watching 2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School) - Brand Management:. That video is uploaded by Kim Viet Quoc at 2020-11-10T12:58:05-08:00. We are promoting this video only for entertainment and educational purpose only. So, I hope you like & enjoy it. [1OjuarXDlH0]
| Name | 2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School) - Brand Management: |
| Video Uploader | Video From Kim Viet Quoc |
| Upload Date | This Video Uploaded At 10-11-2020 20:58:05 |
| Video Discription | Link to this course: https://click.linksynergy.com/deeplink?id=Gw/ETjJoU9M&mid=40328&murl=https%3A%2F%2Fwww.coursera.org%2Flearn%2Fbrand 2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School) - 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. 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.” Corporate Branding, Brand Marketing, Brand Management, Brand Identity well researched and well compiled topics. I would like to suggest some case studies of other continents too, as its a course with global audience. Thank you Nader and the team for your efforts.,thanks, the concept suggested are very crisp and clear. easy to understand and implement in our business and profession. the example shared were also very relevant and eye opener. Thanks Again 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. 2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School) - Brand Management: Aligning Business, Brand and Behaviour Copyright Disclaimer under Section 107 of the copyright act 1976, allowance is made for fair use for purposes such as criticism, comment, news reporting, scholarship, and research. Fair use is a use permitted by copyright statute that might otherwise be infringing. Non-profit, educational or personal use tips the balance in favour of fair use. 1OjuarXDlH0 |
| Category | Education |
| Tags | Brand and Behaviour |
