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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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7,739 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：

2701 - Brand Management: Aligning Business, Brand and Behaviour 的 2725 个评论（共 2,770 个）

创建者 Kathryn P

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Feb 26, 2023

Insightful and informative

创建者 Mai L

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Sep 12, 2021

very interesting course.

创建者 Aidyl P

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Dec 12, 2020

It really help me a lot.

创建者 Kenza K

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Feb 28, 2021

Cours très intéressant

创建者 Lakshay G

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Oct 25, 2020

excellently explained

创建者 alejo m

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Aug 13, 2020

excelente oportunidad

创建者 Priyanka P

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Jun 23, 2020

it was a great sesson

创建者 Ajay K K

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May 2, 2020

It was a good course.

创建者 Chayanit r

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Apr 19, 2021

I need some handouts

创建者 Deepti S

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Nov 24, 2020

Well designed course

创建者 Swetha S K

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Aug 25, 2020

Thus was very useful

创建者 Karabo S R

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Oct 5, 2020

Well said Tavassoli

创建者 Muhammad T

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Feb 9, 2023

Very informative

创建者 Wutt Y H T

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Jul 22, 2024

Wonderful Journey

创建者 FABIOLA S

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Mar 21, 2021

Davvero ottimo !

创建者 Luis G

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May 29, 2024

Love it! thanks

创建者 Emmanuel N

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Nov 9, 2022

very satisfying

创建者 Sajith R C

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May 24, 2020

Good Course .

创建者 K I P

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May 2, 2020

Very good one.

创建者 Syed U A

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Apr 19, 2021

great course

创建者 NGUYỄN X T

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Apr 14, 2024

GOOD COURSE

创建者 Vaishali m

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Jun 21, 2021

Nice course

创建者 Obinna E E

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Jul 10, 2025

impressive

创建者 YANIELYS I

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Jun 26, 2024

Muy bueno!

创建者 Hussein I

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Sep 7, 2022

،thank you