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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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7,786 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.

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

筛选依据：

1301 - Brand Management: Aligning Business, Brand and Behaviour 的 1325 个评论（共 2,777 个）

创建者 Sera A

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Jul 10, 2020

It was a great experience to learn about "brand management". It was really thoughtful.

创建者 Prachi g

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Jul 6, 2020

I really like this course and this course provides me a good knowledge about the brand

创建者 Panos E

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Dec 18, 2024

Awesome course with very practical assignments and interviews from corporate leaders!

创建者 Michael N

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Aug 16, 2023

great insight on business branding, it was quite a learning experience. thank you!...

创建者 Man C

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Jul 23, 2022

Knowledgable and understandable course .... it wa sa great learning.... thanks Mentor

创建者 ömer ç

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Mar 29, 2022

The course was very nice. I would like to thank our valuable teacher for his efforts.

创建者 Adrian D

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Dec 27, 2021

Enjoyed the course very much. well presented and gained much insight. thank you Nader

创建者 hillary k

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Nov 13, 2021

Amazing lecture with very detailed and good examples. This is a course worth taking!!

创建者 Bhargavi R

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Jun 4, 2021

this course improved my insight on how i view business. it gave me a new perspective

创建者 Nazgol M

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Apr 11, 2021

the exceptional course which I strongly advice managers in any department to take it.

创建者 Jason H

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Apr 1, 2021

Branding well explained with the key concepts and tools to manage branding as a whole

创建者 fcastilloch

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Mar 1, 2021

This was a very interesting journey, the professor and the interviews were top-notch!

创建者 Brie E

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Jan 5, 2021

One of the best brand courses I have taken! Fantastic for even experienced marketers.

创建者 Denise M

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Nov 25, 2020

a very well explained course really usefull also on this particular historical period

创建者 Handi S M

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Jul 4, 2020

Very thoroughly and detailed course. I got a lot of new perspective from this course.

创建者 Simona L

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Apr 28, 2020

Very insightful and with many pragmatic examples that makes the brand topic tangible.

创建者 Maryjane E

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Aug 8, 2025

The course was really insightful and i am truly grateful for every knowledge gained.

创建者 abdulaziz a

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May 15, 2023

Useful in doing the quizzes and organizing it in a power point for future reference.

创建者 marisol m

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Jan 31, 2022

Ha sido un curso fantastico donde he podido aprender las bases del brand management

创建者 Elena G R

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Mar 9, 2021

Una materia muy interesante, una forma de explicar por parte del profesor excelente.

创建者 Valeria L H

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Feb 11, 2021

This course helped me to see marketing with a new perspective. I highly recommended.

创建者 Sachin L

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Jan 21, 2021

Very well explained & loved the way & concepts were delivered by Professor Nadir sir

创建者 Aleksey M

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Dec 28, 2020

Great course! I'm really happy that I've learned so many new things here! Thank you!

创建者 Anass R

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Oct 11, 2020

Great insights and knowledge! On the other hand, the teacher looks like a great guy.

创建者 Spandan T

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Oct 2, 2020

Amazing course. Extremely intuitive and interesting. Can't wait for more such MOOCs.