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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：

2251 - Brand Management: Aligning Business, Brand and Behaviour 的 2275 个评论（共 2,778 个）

创建者 Joseph T S

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Jul 15, 2025

Amazing project

创建者 Mendoza P A

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Nov 17, 2024

EXCELENTE CURSO

创建者 Michael K O

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Mar 11, 2024

Awesome course.

创建者 Amy G

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Oct 13, 2023

I feel smarter!

创建者 selina f

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Aug 10, 2023

AMAZING TEACHER

创建者 NARMIN G

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Feb 15, 2023

just perfect :)

创建者 Gleisson D

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Jan 6, 2023

Excelente curso

创建者 CHIJIOKE B A

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Oct 17, 2022

great lecturer

创建者 Dimitris K

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Jul 25, 2022

amazing course

创建者 Chinmay B

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Jun 29, 2022

Lovely course!

创建者 Divya g

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Sep 12, 2021

learned so much

创建者 SYED S

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Jun 15, 2021

Awesome content

创建者 Kelly W G

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Mar 29, 2021

Very valuable .

创建者 Rahul S

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Mar 2, 2021

Very insightful

创建者 Michelle B T

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Dec 16, 2020

good material!!

创建者 RAFAELA F R

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Dec 15, 2020

Excelente curso

创建者 Leana M

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Nov 1, 2020

Very good MOOC!

创建者 Magno P T

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Sep 12, 2020

Great course!!!

创建者 Ankit Y

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Jul 11, 2020

Amazing course.

创建者 Hamid A

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May 29, 2020

Excellent MOOC.

创建者 Abhishek P

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May 9, 2020

Good Learning !

创建者 Maja M

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Apr 24, 2020

Great overview!

创建者 Vedant S T

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Apr 5, 2020

AMAZING COURSE!

创建者 María J O C

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Mar 23, 2020

Great professor

创建者 Christina K

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Dec 15, 2019

Very helpfull!!