Michelin and Saffron Interactive have been shortlisted in the category of “Best use of blended learning” for the “Brand Usage by Dealers” programme. The programme applied cutting-edge instructional approaches to deliver an astonishing increase in brand value.
The power of brands to add value to a business is remarkable. But brands rely totally on employee behaviour and consumer perception: any mistake can erode brand equity overnight.
Saffron Interactive and Michelin developed a global blended programme to grow the value of the brand by driving the adoption of governance rules and changing behaviours.
The success of the programme is demonstrated by an independent analysis of brand value. In 2015, brand equity grew by $405 million and reversed its decline in value as a percentage of enterprise value, instead rising to 26.3%.
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