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
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.
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!
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
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.”
MOOCs stand for Massive Open Online Courses. These arefree online courses from universities around the world (eg. StanfordHarvardMIT) offered to anyone with an internet connection.
How do I register?
To register for a course, click on "Go to Class" button on the course page. This will take you to the providers website where you can register for the course.
How do these MOOCs or free online courses work?
MOOCs are designed for an online audience, teaching primarily through short (5-20 min.) pre recorded video lectures, that you watch on weekly schedule when convenient for you. They also have student discussion forums, homework/assignments, and online quizzes or exams.