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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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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.

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

筛选依据：

2501 - Brand Management: Aligning Business, Brand and Behaviour 的 2525 个评论（共 2,778 个）

创建者 Bảo T

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Mar 2, 2025

good

创建者 TILAKSING S R

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Jan 25, 2025

nice

创建者 Trisha S

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Dec 5, 2024

Good

创建者 Shaquanne J

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Oct 20, 2024

good

创建者 Hussein N

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Oct 14, 2024

رائع

创建者 Funny W

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Jun 5, 2023

GOOD

创建者 Innozone I

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Mar 24, 2023

Well

创建者 Alpesh R

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Nov 8, 2022

good

创建者 Iselowo D

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Oct 24, 2022

Hist

创建者 Abdul F

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Aug 8, 2022

Good

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Aug 5, 2022

good

创建者 sheikh M H

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Jun 19, 2022

good

创建者 Morziul H

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Apr 21, 2022

good

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Apr 17, 2022

good

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Apr 7, 2022

Good

创建者 Zoheb S

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Feb 28, 2022

good

创建者 Jung M

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Feb 9, 2022

GOOD

创建者 Wahdania I

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Dec 22, 2021

Best

创建者 MUHAMMET Ç A

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Nov 19, 2021

good

创建者 RÜZGAR Ç

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Nov 10, 2021

best

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Jul 2, 2021

good

创建者 Nikita S

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Jun 30, 2021

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Jun 19, 2021

good

创建者 Umang L

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Jun 3, 2021

GOOD

创建者 Hardik M

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Mar 12, 2021

Good