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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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7,777 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.

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.

筛选依据：

2026 - Brand Management: Aligning Business, Brand and Behaviour 的 2050 个评论（共 2,778 个）

创建者 PATEL H M

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Jul 13, 2020

Nice course very knowledgeable

创建者 FARHAN B

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Jun 4, 2020

Overall it was a great course.

创建者 Mukesh K

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May 12, 2020

This course is part of my life

创建者 Guillermo C

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Dec 30, 2024

Muy dinámico y bien explicado

创建者 Eleonor A

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Jun 12, 2024

Interesting, and motivational

创建者 Nick S

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Jul 1, 2022

Very informative and helpful!

创建者 Trisia A P

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Mar 14, 2022

Very insightful and engaging!

创建者 Iin M

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Jan 8, 2022

im glad to having this course

创建者 Danique D

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Mar 15, 2021

Great course, very insightful

创建者 George

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Jan 24, 2021

Great Teacher! Learned alot!

创建者 CHIRAG

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Oct 3, 2020

VERY INFORMATIVE & FUN DOING.

创建者 Nazrin A

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Sep 21, 2020

VERY THANKFUL TO THIS COURSE!

创建者 Suvankar D G

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Aug 2, 2020

This course is outstanding...

创建者 Priyanjali M

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Jul 7, 2020

it was very helpful learning.

创建者 Abhishek R

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Jun 8, 2020

Thank you Mr Nader Tavassoli.

创建者 PAAVAN P

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May 17, 2020

Professor Nader is super fun.

创建者 Matthew C

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Apr 19, 2020

Great well thought out course

创建者 Htet A K

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Mar 28, 2018

Great teaching and assignment

创建者 Renata P

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Nov 9, 2022

Fantastic! A great learning!

创建者 pim d l

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Jun 2, 2022

very intresting and helpfull

创建者 Giulia Q C

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May 2, 2021

Really good course. Love it.

创建者 MUHAMMAD Y N

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Dec 22, 2020

this subject definitely nice

创建者 Phoebe T

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Jul 15, 2020

Great and insightful course!

创建者 Teena R

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Jun 25, 2020

I really enjoy this course .

创建者 Essien T

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Jun 15, 2020

GREAT COURSE, GREAT LECTURER