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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：

2376 - Brand Management: Aligning Business, Brand and Behaviour 的 2400 个评论（共 2,778 个）

创建者 Agnieszka N

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Nov 29, 2020

Great MOOC!

创建者 lerato m

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Sep 28, 2020

exceptional

创建者 Samriddha G

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Jul 25, 2020

Excellent !

创建者 Sathurshini Y

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Jul 3, 2020

Very useful

创建者 Nishchay R

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Jun 26, 2020

Really good

创建者 Sudarshanam H

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May 14, 2020

Good course

创建者 shivam M

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Apr 23, 2020

Loved it!!!

创建者 Hamad M S A N

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Apr 22, 2020

Good course

创建者 Irene Z

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Mar 15, 2020

Insightful!

创建者 Ashish B

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Jun 18, 2018

nicely done

创建者 Dobromir D

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Mar 27, 2018

Eye-opener!

创建者 Gabriel O

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Apr 23, 2025

Excelente!

创建者 Ana G

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Oct 9, 2024

Gran curso

创建者 Buğra Y

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Aug 31, 2024

Beneficial

创建者 Mahmoud M S Q

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Mar 27, 2022

OOD COURSE

创建者 pujan k v

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Feb 22, 2022

Must learn

创建者 Ramunė M

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Jan 30, 2022

Thank You!

创建者 Nour N

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Nov 3, 2021

very good

创建者 sebastian

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Jun 28, 2021

MUy bueno

创建者 MARCELO R

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May 11, 2021

Excellent!

创建者 Sandra S

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Mar 2, 2021

great info

创建者 MERTHANAKGUMUS

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Jan 3, 2021

thank you.

创建者 Kusuma V P

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Nov 22, 2020

Thank yyou

创建者 swarnalakshmi

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Aug 23, 2020

Productive

创建者 José A G O

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Aug 21, 2020

Excellent!