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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

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.

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

筛选依据：

2301 - Brand Management: Aligning Business, Brand and Behaviour 的 2325 个评论（共 2,778 个）

创建者 Ksenia K

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May 11, 2020

Very intesting

创建者 Angad S

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May 6, 2020

Amazing course

创建者 K.Anwesh P

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Apr 8, 2020

well explained

创建者 Gitta Q

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Jun 21, 2018

Very Educative

创建者 Angélica C

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Jul 27, 2025

Great course.

创建者 Atul S

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Jun 13, 2025

Great course.

创建者 Eugene D D D

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Feb 1, 2025

Very detailed

创建者 Asawapat R

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Sep 22, 2024

Very nice one

创建者 Sekgwane

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Aug 28, 2024

Great course!

创建者 贺新

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Nov 3, 2022

Great course!

创建者 Rasaq M M

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Sep 22, 2022

good course.

创建者 Douglas C

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Feb 7, 2022

Great course!

创建者 Anna Y

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Jul 29, 2021

Best course !

创建者 Gurmehar S

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Jun 4, 2021

Great Course!

创建者 Nina Z

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May 30, 2021

Great course

创建者 Omarelys V

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Mar 11, 2021

the best MOOC

创建者 Cani M

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Dec 6, 2020

Great course!

创建者 MUHAMMAD F H

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Nov 19, 2020

Great course

创建者 Anju P

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Jun 17, 2020

great insight

创建者 Naomi V L

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May 29, 2020

Great course!

创建者 Nazmul A J

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May 19, 2020

Alhamdulillah

创建者 Marta B

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Apr 25, 2020

Really great!

创建者 claudia m

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Mar 26, 2020

GREAT COURSE¡

创建者 Marco P

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Oct 21, 2024

Great course

创建者 Khalid A

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Sep 26, 2024

Great course