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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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7,838 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

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.

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.

筛选依据：

2701 - Brand Management: Aligning Business, Brand and Behaviour 的 2725 个评论（共 2,797 个）

创建者 Gagan K

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Oct 1, 2022

It was a really engaging & skill improving course

创建者 FAROOQ N

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Nov 11, 2021

this course helped me alotin learning new tecniqus

创建者 Rohan p

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May 27, 2020

It's very interesting learning for future business

创建者 Tasia B

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Dec 3, 2022

Definately, recommend. You choose your schedule.

创建者 Jehoram F B

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Aug 7, 2022

Good short course. I've learned a lot from this.

创建者 Vani B

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Sep 30, 2023

Course is a bit outdated in the links shared.

创建者 Renske R

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Jun 4, 2020

nice course for beginners in brand management

创建者 PRADEEP K Y

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Jun 2, 2020

Great course, Learned a lot from this course.

创建者 Abbey W

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Jun 10, 2020

Very informative and well rounded course

创建者 Pallavi S

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Oct 20, 2022

great course and i had a good learning

创建者 Sumit K G

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Apr 12, 2022

Excellent course on brand management .

创建者 Ahmad M

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Aug 25, 2022

Great course, not enough assignments

创建者 Yohannes D

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Oct 25, 2022

Nice training and good opportunity

创建者 Alejandro T B

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Sep 6, 2021

Good course about brand management

创建者 Sujata J

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Jun 8, 2021

overall the course was enriching.

创建者 Vita

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Dec 7, 2020

课程内容很棒！只是在中国不支持视频播放，有点 遗憾。字幕笔记很好！

创建者 AHMAD M N

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May 28, 2025

شكرا للسيد نادر على مجهودك الطيب

创建者 Sneha E

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Aug 11, 2020

It was an amazing time learning.

创建者 MA Y

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Apr 22, 2021

Good course. Learnt some models

创建者 Afrin E

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Aug 8, 2024

Excellent , with live examples

创建者 Vijaya J

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Jan 1, 2019

Excellent course for branding!

创建者 Adewale J

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Nov 15, 2025

Great course. Quite detailed.

创建者 Trâm H

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Sep 17, 2022

The Cours is useful and good

创建者 Ammar K

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Mar 29, 2021

That's a really good course