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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：

2076 - Brand Management: Aligning Business, Brand and Behaviour 的 2100 个评论（共 2,778 个）

创建者 Daud H

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Jun 11, 2021

Great learning experience

创建者 Girish D

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May 14, 2021

BEST COURSE AND BEST APPP

创建者 Rutuja R M

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Apr 27, 2021

great learning experience

创建者 MUNEZERO H

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Jan 25, 2021

it was my best experience

创建者 Pfarelo R

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Sep 30, 2020

Vvery informative course.

创建者 Justine M

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Jul 27, 2020

Insightful and enjoyable!

创建者 Charles T J

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May 15, 2020

excellent course with rel

创建者 Muhmmad R N

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Dec 19, 2024

Thankyou Professor Nader

创建者 Farxaan a m

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Jun 4, 2024

farxaan abdulahi mahamud

创建者 Gizem D

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Aug 5, 2023

Thank you for everything

创建者 Manoj J

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Jun 16, 2022

Good Learning Experience

创建者 Thành K Đ

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Sep 15, 2021

Very interesting course.

创建者 Lauryn L d S

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Apr 25, 2021

um curso muito bom mesmo

创建者 omar f f

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Feb 16, 2021

it was very interesting.

创建者 Abiyyu N

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Apr 8, 2020

it was super informative

创建者 Felicia A

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Feb 15, 2025

This is really detailed

创建者 Karl R

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Sep 20, 2024

Amazing! Learned a lot!

创建者 Michael B

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Jun 10, 2024

Great course! Loved it.

创建者 Alia A

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Feb 19, 2024

Thank you, Prof. Nader!

创建者 Karina C M

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Jun 29, 2023

Thanks! a great course.

创建者 Alla n

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Feb 2, 2023

Good course, thank you!

创建者 Prathamesh B S

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Oct 31, 2022

Very insightful course.

创建者 shiv g

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Aug 7, 2022

this course was amazing

创建者 Hamza H

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Jul 16, 2022

very inormative course