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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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7,742 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

SS

Apr 19, 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

SS

Oct 22, 2020

Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.

筛选依据：

1876 - Brand Management: Aligning Business, Brand and Behaviour 的 1900 个评论（共 2,770 个）

创建者 Aline B

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Oct 31, 2022

I've learned so much with this course!

创建者 Hajar O s

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Jun 5, 2022

one of the most phenomenal best courses

创建者 Terry L

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May 3, 2022

It is really good and very recommended!

创建者 İrem

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Jan 13, 2022

Thanks a lot for this inspiring course!

创建者 Pranesh P

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Aug 9, 2021

Very Useful course. HIghly recommended.

创建者 Jennifer N

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Jul 28, 2021

Loved this course! awesome delivery too

创建者 Kanwar P

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Jan 25, 2021

Had a great time finishing this

Course

创建者 Kah X L

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Jan 10, 2021

Very informative. Thank you, Professor.

创建者 Ubaldo B R

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Oct 19, 2020

Amazing, more courses like this please!

创建者 Anilesh R

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Sep 5, 2020

Very good content and immensely helpful

创建者 shubham m

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Aug 29, 2020

Must course for a marketing enthusiast.

创建者 Divyanshu S

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Aug 10, 2020

very informative and interesting course

创建者 Raj R

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May 6, 2020

Great depth and insight in this course.

创建者 Sajid A

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Apr 14, 2019

Give interesting knowledge in each step

创建者 Thu H N

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May 2, 2025

I'm so happy about the detailed course

创建者 Diego d c

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Feb 6, 2023

Teached me more than my masters degree

创建者 Matt A

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Mar 8, 2022

So good, very informative and indepth.

创建者 Lewi

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Jan 31, 2022

Thank you very much for this greatness

创建者 Amar Z

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Aug 11, 2021

A lot of case studies! Worth the time!

创建者 3RD E S

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Jan 28, 2021

Great professor. Great course content.

创建者 ALAN C B

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Sep 6, 2020

One of the best course I did. loved it

创建者 Kaushiki S

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Sep 4, 2020

really interesting informative course!

创建者 Samiha T

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Jul 11, 2020

Learned so much about Brand Management

创建者 Hawen W

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Apr 27, 2020

Well designed content and resourceful!

创建者 Shubham A

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Oct 31, 2019

It was a nicely put course experience.