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返回到 Brand Management: Aligning Business, Brand and Behaviour

学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

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7,777 个评分

课程概述

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.”...

热门审阅

RA

Aug 24, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

筛选依据：

1751 - Brand Management: Aligning Business, Brand and Behaviour 的 1775 个评论（共 2,778 个）

创建者 Rory B

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Dec 28, 2022

This was a great program. I highly recommend it.

创建者 Donavan H D

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May 11, 2022

The Best, Looking forward to more exciting times

创建者 Xavier B

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Mar 17, 2022

Excellent. clear, direct, very useful to think.

创建者 Nathaniel O

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Feb 13, 2022

It is highly educating, detailed and insightful.

创建者 Poshia M

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Jul 25, 2021

Excellent course with very relevant case studies

创建者 Lucio F D G

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Jun 2, 2021

This course is FANTASTIC! I highly recommend it!

创建者 Tugce I

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Mar 13, 2021

definitely learnt a lot! I can highly recommend.

创建者 Maria S

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Aug 31, 2020

My first course here and I just simply love it!!

创建者 Siddhartha S

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Jun 13, 2020

One of the best course with plethora of learning

创建者 Zeeshan Y

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Jan 17, 2025

Thank you for enhanced my knowledge and skills!

创建者 Oliver S

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Sep 25, 2024

Very practical in the real business environment

创建者 Adebare, A A

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Oct 22, 2023

A thorough training course in brand management.

创建者 Cristina

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Nov 27, 2022

This course is an awesome journey of knowledge.

创建者 Varun S

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Sep 29, 2022

Good insights and encourages lateral thinking.

创建者 Srinivasnihar K

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Jul 16, 2022

I have Learned many new points from this course

创建者 Imo-owo M

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May 21, 2022

Extremely practical course! Highly recommended.

创建者 Mariana M

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Apr 6, 2021

I´ve learned a lot and the professor is great!

创建者 enas e

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Apr 5, 2021

Great course, I learned lots, very recommended

创建者 Mujtahid A

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Mar 17, 2021

The best course for Brand management, no doubt!

创建者 Constantin

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Feb 23, 2021

Well structured and effective, thank you a lot!

创建者 Beto G

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Dec 19, 2020

Excelente curso, mucho aprendizaje, felicidades

创建者 Selin Y G

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Nov 22, 2020

Im glad to take part in this course. Thank you.

创建者 KARABO M

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Sep 22, 2020

this was an exciting course and very benefiting

创建者 Lee X S

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Jun 7, 2020

very insightful and I love all the assignments.