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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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7,747 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

SS

Apr 19, 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

SS

Oct 22, 2020

Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.

筛选依据：

2726 - Brand Management: Aligning Business, Brand and Behaviour 的 2750 个评论（共 2,778 个）

创建者 Emmanuel N

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Nov 9, 2022

very satisfying

创建者 Sajith R C

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May 24, 2020

Good Course .

创建者 K I P

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May 2, 2020

Very good one.

创建者 Syed U A

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Apr 19, 2021

great course

创建者 NGUYỄN X T

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Apr 14, 2024

GOOD COURSE

创建者 Vaishali m

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Jun 21, 2021

Nice course

创建者 Obinna E E

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Jul 10, 2025

impressive

创建者 YANIELYS I

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Jun 26, 2024

Muy bueno!

创建者 Hussein I

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Sep 7, 2022

،thank you

创建者 Israel M

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Mar 29, 2022

educative

创建者 Pankaj B

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Jul 5, 2020

Excellent.

创建者 Joseph H

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Jul 1, 2024

Excellent

创建者 fiza m

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Aug 10, 2022

satisfied

创建者 Pratap S S

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Aug 9, 2022

Thanks!..

创建者 Deleted A

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Dec 8, 2021

Excellent

创建者 Ami M

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Aug 16, 2020

Excellent

创建者 vadivu n

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Jul 23, 2020

Excellent

创建者 LISA T

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Aug 3, 2021

Regards

创建者 Anis K S

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Aug 1, 2023

thanks

创建者 Mira S

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Jun 12, 2022

Great

创建者 Juo H C

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Jun 4, 2022

good

创建者 Mohit S

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Oct 21, 2024

Good

创建者 kanumuri k

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Aug 19, 2023

good

创建者 Bhavin M

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Jan 22, 2022

good

创建者 Ramalakshmi U

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Aug 8, 2020

Good