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
7,739 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.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

筛选依据：

2476 - Brand Management: Aligning Business, Brand and Behaviour 的 2500 个评论（共 2,770 个）

创建者 Tayut T

•

Dec 27, 2021

Great

创建者 Andrea F

•

Sep 25, 2021

Top!

创建者 赵淮

•

Sep 16, 2021

great

创建者 fatemeh j

•

Aug 23, 2021

great

创建者 Andrés S

•

Jun 18, 2021

Great

创建者 Alfonso R

•

Apr 7, 2021

Great

创建者 MUHAMMAD A F

•

Jan 2, 2021

nicee

创建者 NURUL A

•

Dec 17, 2020

great

创建者 Mitushi G

•

Dec 16, 2020

great

创建者 Gabriele D

•

Sep 29, 2020

great

创建者 Subhra C

•

Jul 25, 2020

Great

创建者 RASEL A

•

May 17, 2020

Great

创建者 Ville I V

•

Apr 6, 2020

Great

创建者 Pratik D

•

Sep 22, 2019

great

创建者 Usama S

•

Oct 13, 2018

g

r

e

a

t

创建者 UDAY S

•

Apr 30, 2025

nice

创建者 Aigerim M

•

Apr 20, 2025

Good

创建者 ZHENGWEN

•

Apr 5, 2025

值得推荐

创建者 Hoàng T T ( P H

•

Mar 25, 2025

GOOD

创建者 Bảo T

•

Mar 2, 2025

good

创建者 TILAKSING S R

•

Jan 25, 2025

nice

创建者 Trisha S

•

Dec 5, 2024

Good

创建者 Shaquanne J

•

Oct 20, 2024

good

创建者 Hussein N

•

Oct 14, 2024

رائع

创建者 Funny W

•

Jun 5, 2023

GOOD