Brand Management: Aligning Business, Brand and Behaviour<
School: London Business School
Registration Link: Brand Management: Aligning Business, Brand and Behaviour
Start Date: October 7, 2015 (5 Weeks Long)
Workload: 2-3 Hours Per Week
Instructor: Nader Tavassoli
Credentials: For the past 13 years, Tavassoli has been a professor of marketing at London Business School, where he is the founding director of the school’s luxury management program. A Columbia Ph.D., Tavassoli started his teaching career at the MIT Sloan School of Management, where he was faculty director for both the school’s entrepreneurship and eBusiness program. In his spare time, he helps manage Compaso Learning, a startup he founded. He has also developed and taught custom educational programs to 30 companies in the Global Fortune 500. His most recent research has been published by the Journal of Marketing Research and Business Strategy.
Graded: Not specified.
Description: Many associate brands with logos, color schemes, and slogans. In reality, says Tavassoli, branding is truly based on customer experience meeting expectations at every touch point. And doing that requires consistency and buy-in from front line employees who are responsible for executing the proverbial brand promise. The people are the brand. In this course, Tavassoli will focus on how companies can align brand with behavior by conducting internal marketing campaigns to educate and engage their employees. Even more, he will provides tools to help manager measure brand and replicate it across various cultural interpretations.
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