Chevron Left
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

4.9
星
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：

2451 - Brand Management: Aligning Business, Brand and Behaviour 的 2475 个评论（共 2,778 个）

创建者 Jacob C

•

May 20, 2020

THANKKSS

创建者 Zayneb Y

•

Mar 9, 2020

Amazing!

创建者 Blessing N

•

Jun 29, 2023

amazing

创建者 Ahana J

•

Aug 8, 2022

Amazing

创建者 Aabid A S

•

Jul 19, 2022

Amazing

创建者 Amzad H

•

May 9, 2022

so good

创建者 ahmed s

•

Nov 24, 2021

awesome

创建者 Hitesh S

•

Aug 30, 2021

Awesome

创建者 Dr. S N B

•

Jul 7, 2021

Awesome

创建者 BHAWNA R

•

Jun 21, 2021

amazing

创建者 Fit B S

•

Jun 7, 2021

Awesome

创建者 ADINDA K

•

Nov 9, 2020

amazing

创建者 Deleted A

•

Sep 23, 2020

awesome

创建者 ankita v

•

Sep 15, 2020

awesome

创建者 Fahim F S

•

Aug 31, 2020

Awesome

创建者 Gautam G

•

Jun 24, 2020

amazing

创建者 Crony C

•

May 4, 2020

Awesome

创建者 Edwin I

•

Jun 18, 2019

Perfect

创建者 Sameh E A A M

•

May 15, 2025

v.good

创建者 Mackenson P

•

Mar 19, 2024

Great!

创建者 PRAJWAL S N

•

Apr 20, 2022

SUPERB

创建者 Nikolaos P

•

Jan 12, 2021

Great!

创建者 Alifathunnisa R

•

Nov 3, 2020

Awsome

创建者 Mattias E

•

May 14, 2020

GREAT!

创建者 Hamed K

•

Jul 20, 2024

great