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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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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.

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2476 - Brand Management: Aligning Business, Brand and Behaviour 的 2500 个评论（共 2,778 个）

创建者 ale p p

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Feb 9, 2023

grate

创建者 Kaveh T

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Dec 26, 2022

great

创建者 Nitish S

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Oct 2, 2022

Good

创建者 Siddhant J

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May 16, 2022

....

创建者 Daniel G (

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Mar 29, 2022

EPIC!

创建者 Fristi A M

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Feb 14, 2022

great

创建者 Tayut T

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Dec 27, 2021

Great

创建者 Andrea F

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Sep 25, 2021

Top!

创建者 赵淮

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Sep 16, 2021

great

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Aug 23, 2021

great

创建者 Andrés S

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Jun 18, 2021

Great

创建者 Alfonso R

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Apr 7, 2021

Great

创建者 MUHAMMAD A F

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Jan 2, 2021

nicee

创建者 NURUL A

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Dec 17, 2020

great

创建者 Mitushi G

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Dec 16, 2020

great

创建者 Gabriele D

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Sep 29, 2020

great

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Jul 25, 2020

Great

创建者 RASEL A

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May 17, 2020

Great

创建者 Ville I V

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Apr 6, 2020

Great

创建者 Pratik D

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Sep 22, 2019

great

创建者 Usama S

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Oct 13, 2018

g

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创建者 UDAY S

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Apr 30, 2025

nice

创建者 Aigerim M

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Apr 20, 2025

Good

创建者 ZHENGWEN

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Apr 5, 2025

值得推荐

创建者 Hoàng T T ( P H

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Mar 25, 2025

GOOD