Chevron Left
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

4.9
星
7,838 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.

HS

Apr 2, 2020

Very Interesting and fun course and great explanation by the instructor. Just the interview videos were a bit too many and too long which could be reduced.Overall had a great time doing this course.

筛选依据：

2376 - Brand Management: Aligning Business, Brand and Behaviour 的 2400 个评论（共 2,797 个）

创建者 LAKSHMI S B

•

Jul 1, 2022

exexcellent

创建者 Ahmed m M

•

Jun 23, 2022

Its Helpful

创建者 Richard O

•

May 4, 2022

EXCEPTIONAL

创建者 liao

•

Apr 20, 2022

good lesson

创建者 Kendreana K

•

Feb 3, 2022

good course

创建者 RIN -

•

Jan 29, 2022

INTERESTING

创建者 Long V

•

Oct 24, 2021

Good Course

创建者 Budi S

•

Sep 5, 2021

Recommended

创建者 Tri W P

•

Apr 21, 2021

good course

创建者 Marta J

•

Mar 28, 2021

Excellent !

创建者 Claudio I C L

•

Feb 24, 2021

Buenisimo!!

创建者 Ruturaj S S

•

Jan 24, 2021

Nice Course

创建者 Bintang P

•

Nov 30, 2020

Good course

创建者 Agnieszka N

•

Nov 29, 2020

Great MOOC!

创建者 lerato m

•

Sep 28, 2020

exceptional

创建者 Samriddha G

•

Jul 25, 2020

Excellent !

创建者 Sathurshini Y

•

Jul 3, 2020

Very useful

创建者 Nishchay R

•

Jun 26, 2020

Really good

创建者 Sudarshanam H

•

May 14, 2020

Good course

创建者 shivam M

•

Apr 23, 2020

Loved it!!!

创建者 Hamad M S A N

•

Apr 22, 2020

Good course

创建者 Irene Z

•

Mar 15, 2020

Insightful!

创建者 Ashish B

•

Jun 18, 2018

nicely done

创建者 Dobromir D

•

Mar 27, 2018

Eye-opener!

创建者 Gabriel O

•

Apr 23, 2025

Excelente!