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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

SS

May 24, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

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!

筛选依据：

2726 - Brand Management: Aligning Business, Brand and Behaviour 的 2750 个评论（共 2,770 个）

创建者 Israel M

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Mar 29, 2022

educative

创建者 Pankaj B

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Jul 5, 2020

Excellent.

创建者 Joseph H

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Jul 1, 2024

Excellent

创建者 fiza m

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Aug 10, 2022

satisfied

创建者 Pratap S S

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Aug 9, 2022

Thanks!..

创建者 Deleted A

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Dec 8, 2021

Excellent

创建者 Ami M

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Aug 16, 2020

Excellent

创建者 vadivu n

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Jul 23, 2020

Excellent

创建者 LISA T

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Aug 3, 2021

Regards

创建者 Anis K S

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Aug 1, 2023

thanks

创建者 Mira S

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Jun 12, 2022

Great

创建者 Juo H C

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Jun 4, 2022

good

创建者 Mohit S

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Oct 21, 2024

Good

创建者 kanumuri k

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Aug 19, 2023

good

创建者 Bhavin M

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Jan 22, 2022

good

创建者 Ramalakshmi U

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Aug 8, 2020

Good

创建者 neizle a

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Sep 11, 2022

4

创建者 Hannah S

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Apr 16, 2023

This course would be ideal for someone who has no knowledge of brand management. As someone who has a basic understanding of the various concepts, it wasn't hugely beneficial. The course materials was good and the lecturer himself was fantastic - excellent communicator and engaging. The quizzes were incredibly frustrating as they weren't so much testing your knowledge rather trying to catch you out with trick questions. They were quite poorly worded which meant that they could be open to interpretation. My husband who has studied at top universities (Oxford University etc.) even made a point of this. Also the written assignments were repetitive. They were somewhat similar week to week. Whilst i did know a lot before going into the course, i didn't know exact names of concepts so it was helpful in that respect. Only do this course if you are an absolute beginner to brand/business.

创建者 Francesca G

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Nov 22, 2022

Course material was a transcription of the "free-flow" spoken words, with no structure. The downloads were in text-format, which is something that you can never, never use again if you want to learn or refresh. Half of the content has been given by self-marketing interviews, which in my opinion don't fit in a university course.

创建者 Youssef A A

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Oct 17, 2022

The course is great in terms of the curicculum. But the peer grading quizzes, I see that it should be graded by professionals. Keep the peer grading but still add a 3rd professional to assess.

创建者 sarah

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Nov 3, 2022

Course content was great! I found the writing/reflection assignments helpful in learning the content. The quizzes were useless for learning.

创建者 Sarthak

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May 6, 2022

Loved the course. Interesting and insightful reads along with good guidance. However. some content was inaccessible. Please look into it.

创建者 Antonietta A

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Apr 12, 2022

interesting course if you are at a beginner's level but not if you already have seniority

some of the links were expired

创建者 Mubashshir A

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Feb 15, 2023

The course was very helpful specially the holistic approach helped me understand the concept very deeply.

创建者 Kate P

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Sep 15, 2019

Really weird structure of the week 1, do not want to continue this course :(