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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

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.

CZ

Jul 1, 2023

I recommend this course to everybody who want to learn about brand management. I learned that why brand is important, how can i measure our brand health, ipmortance of brand behaviour and so on.

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2526 - Brand Management: Aligning Business, Brand and Behaviour 的 2550 个评论（共 2,778 个）

创建者 MUHAMAD F F

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Jan 21, 2021

good

创建者 NICHOLAS P

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Jan 7, 2021

Nice

创建者 Lishiqing

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Dec 14, 2020

good

创建者 ENDAH M

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Nov 3, 2020

Good

创建者 DHELIA A

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Oct 2, 2020

good

创建者 mukeshst

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Sep 29, 2020

Good

创建者 Claudia g s

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May 6, 2020

nice

创建者 Sereyodam C

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Feb 6, 2024

Thq

创建者 Fatima A

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Jul 3, 2022

,,,

创建者 Deleted A

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Aug 24, 2025

ok

创建者 Palak V

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Jun 8, 2023

NA

创建者 Naufal A

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Nov 28, 2022

ok

创建者 Muhammad N

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Apr 16, 2024

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Dec 5, 2023

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Sep 27, 2022

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Jun 20, 2022

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May 23, 2022

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May 7, 2022

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Apr 30, 2022

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Apr 30, 2022

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Feb 23, 2022

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Jul 31, 2021

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Sep 25, 2020

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Jul 16, 2020

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创建者 Raghav M

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Jun 12, 2020

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