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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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7,839 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：

2401 - Brand Management: Aligning Business, Brand and Behaviour 的 2425 个评论（共 2,797 个）

创建者 Ana G

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Oct 9, 2024

Gran curso

创建者 Buğra Y

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Aug 31, 2024

Beneficial

创建者 Mahmoud M S Q

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Mar 27, 2022

OOD COURSE

创建者 pujan k v

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Feb 22, 2022

Must learn

创建者 Ramunė M

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Jan 30, 2022

Thank You!

创建者 Nour N

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Nov 3, 2021

very good

创建者 sebastian

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Jun 28, 2021

MUy bueno

创建者 MARCELO R

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May 11, 2021

Excellent!

创建者 Sandra S

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Mar 2, 2021

great info

创建者 MERTHANAKGUMUS

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Jan 3, 2021

thank you.

创建者 Kusuma V P

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Nov 22, 2020

Thank yyou

创建者 swarnalakshmi

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Aug 23, 2020

Productive

创建者 José A G O

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Aug 21, 2020

Excellent!

创建者 Caroline S

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Aug 17, 2020

Brilliant!

创建者 SOUVIK B

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Jul 25, 2020

very nice.

创建者 Devkant K

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Jun 23, 2020

Excellent.

创建者 Frederico A S J

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Jun 1, 2020

I loved It

创建者 Abdelrahman F

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Apr 8, 2019

Great work

创建者 Jérôme C

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Feb 11, 2019

Worth it !

创建者 Matteucci I

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Nov 11, 2025

excelente

创建者 Humah N

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Aug 11, 2025

excellent

创建者 Alicia C

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May 12, 2025

Increíble

创建者 stevflex

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Nov 19, 2024

excelente

创建者 Mohomed K

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Jul 19, 2024

Excellent

创建者 Yumnam B

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Jan 7, 2024

Very good