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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

FG

Sep 6, 2020

Immensely grateful to the teacher for sharing their knowledge in the most didactic way possible! Excellent agenda and great handling of the subject. I hope it is not the only brand course I teach!

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.

筛选依据：

1976 - Brand Management: Aligning Business, Brand and Behaviour 的 2000 个评论（共 2,770 个）

创建者 ayu a

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Aug 28, 2020

Very useful and great explanation

创建者 DUKE U

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Jul 27, 2020

Love the course. Great job, Kudos

创建者 Jerin T

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Jul 18, 2020

Well explained and well designed.

创建者 Sanuj G

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May 19, 2020

Great course, Got to learn a lot.

创建者 Maria C M M

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May 12, 2020

Thank you for the great learning.

创建者 Nigorakhon S

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May 3, 2020

Very interesting and entertaining

创建者 Jenny E

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Apr 18, 2020

Great and very interesting course

创建者 Svitlana K

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Mar 3, 2020

great course , amazing insights !

创建者 Dorcas N

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Nov 23, 2024

It was worth every minute spent.

创建者 Valen J

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Feb 20, 2024

it is everything brand and more!

创建者 Abijah L

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Aug 15, 2023

Informative and inspirational!!!

创建者 Yugal S

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Apr 24, 2023

Great experience in this course.

创建者 SHUBHAM M

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Aug 30, 2022

Exceptionally Outstanding course

创建者 Elif k

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Apr 29, 2022

gerçekten çok başarılı bir kurs.

创建者 Surbhi R

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Apr 3, 2022

very explanatory and informative

创建者 Levie N

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Jan 24, 2022

Profound Brand Management Course

创建者 Kalinina S V

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Aug 2, 2021

Lovely course! Very interesting!

创建者 Sean R P I

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Jan 16, 2021

Great course! You should try it.

创建者 H. M I S F

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Nov 3, 2020

Excellence, I really appreciate,

创建者 Manikandan M

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Sep 2, 2020

the course for use to human life

创建者 Agni C

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Jun 20, 2020

it was great learning experience

创建者 Aman C

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May 10, 2020

VERY INFORMATIVE AND RESOURCEFUL

创建者 Kate T

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May 7, 2020

Fantastic course. Well worth it!

创建者 Akanksha J

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Oct 4, 2018

Excellent course for brand study

创建者 Isabella S

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Jul 31, 2025

Overly impressed. Learnt a lot.