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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

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.

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.

筛选依据：

2001 - Brand Management: Aligning Business, Brand and Behaviour 的 2025 个评论（共 2,778 个）

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.

创建者 Maggie M

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Mar 12, 2024

Comprehensive Adoptive Learning

创建者 Flora

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Feb 14, 2024

Good course, easy to understand

创建者 Lillia F

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Jul 19, 2022

the best branding course i took

创建者 Vipul K

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Jun 19, 2021

A lot to learn from this course

创建者 Saurabh A

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Oct 25, 2020

I highly recommend this course.

创建者 Balaji M

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Sep 29, 2020

Very well developed course plan

创建者 Archana B

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Aug 9, 2020

Was very informative and useful

创建者 Tushar B

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May 14, 2023

Concept and Clarity is awesome

创建者 David M

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Nov 13, 2022

Quite informative and engaging

创建者 Navdeep J

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Oct 28, 2022

Thank you Mr. Nader Tavassoli

创建者 David M W

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Aug 3, 2022

Super clarity moocs, on point

创建者 Chau P

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May 21, 2022

i have learned too much, thank

创建者 Siddhant

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Feb 4, 2022

A must for aspiring marketers.

创建者 Rui P

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Dec 29, 2021

Good style of speech. Love it.

创建者 Mohammad O

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Sep 23, 2021

Well constructed and executed.

创建者 SHIZHEN Z

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Mar 1, 2021

This module is really helpful!

创建者 Chamod P

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Feb 1, 2021

Good explanation with examples

创建者 nandini s

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Sep 30, 2020

GOOD KNOWLEDGE, FULL OF SKILLS

创建者 Lucas M

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Sep 22, 2020

It was a wonderful experience.

创建者 Massimiliano B

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Sep 7, 2020

Rapido e ben fatto! Consiglio!