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
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:

701 - Brand Management: Aligning Business, Brand and Behaviour 的 725 个评论(共 2,770 个)

创建者 Paradis F

Jun 27, 2020

I loved the lecturer and the course opened my mind to concepts I had never before considered. Would highly recommend to anyone whether interested in business or not!

创建者 Malladi S

Jun 25, 2020

Prof.Nader Tavassoli has given all of us a very good understanding of how brand management works and why is it and very important aspect for a business to run smooth

创建者 Amit D

May 22, 2019

Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.

创建者 Sanskar M

Jul 14, 2023

One of the best courses to take. Perfectly aligned with the purpose of London Business School, to have a profound impact on how people around the world do business.

创建者 Victoria L

Jun 28, 2022

Un abordaje muy interesante sobre lo que es Branding en el mundo de los negocios. Propone una mirada más integral sobre el concepto de lo que estamos acostumbrados.

创建者 Grace Y

Jan 5, 2022

So nice. This is my first course and I get lot of knowledge from this course about brand management. Suitable for beginner like me who runs a small coffee business.

创建者 Sandra N

Aug 25, 2021

Nader Tavassoli navigates and explains brand engagement in such a simple and practical way. The whole experience was enjoyable & i have learnt alot from this MOOC.

创建者 Nicolas B

Apr 5, 2021

You have to take this course! Highly recommend! I have learnt so much, really grateful for the opportunity. Thank you Mr. Tavassoli! It's been more than a pleasure!

创建者 Mohammad A

Sep 22, 2020

The course was very good with full of so many information and real world practices. It will help me in understanding the Brand management and making a career in it.

创建者 JOSHUA N

Aug 30, 2020

EXCELLENT training with real corporate world case studies. This was worth the time, and my world view is totally changed. I started small but now am growing bigger.

创建者 Ioannis A

Mar 31, 2020

Excellent course!For me it was eye opening especially in terms of internal management in matters related to the brand.I had never thought of it that way. Thank you!

创建者 Sezer D

Mar 14, 2023

The course was absolutely perfect, I learned everything I wanted to know about the brand. Thanks for everything professor. I wish you success in your working life.

创建者 John L

Mar 22, 2021

Learned so much in this course. It has been several years since I was in school. This course brought me up to speed on changes in marketing and brand management.

创建者 Onalethata A

Mar 6, 2021

great lecturer. he made the lessons fun, used ample real-life examples, and involved other students in learning(peer to peer) to help with understanding the course

创建者 Amatullah B

May 22, 2020

The course was extremely helpful and even fun. The professor was thorough and articulate and made the learning process easy. I enjoyed being a part of this course.

创建者 Prachi G

May 12, 2020

Gained some very interesting & new insights. Instructor kept it engaging through relevant examples, interviews and by introducing new concepts. Enjoyed completely.

创建者 Belinda N

Dec 18, 2022

An absolutely beyond expectation amazingly interesting course. I have learned so much! Thank you for all the efforts that has been put into compiling this course!

创建者 Odin I A P

Jul 19, 2022

This MOOC show me some factors to consider when you´re planning to make a brand global. In so many ways a basic course to understand beyond the brands and efforts

创建者 Weronika B

Dec 7, 2020

This course was really great! A lot of practical knowledge. Great teacher. A lot of real case examples. I enjoyed it a lot. It was a pleasure to learn from Nader.

创建者 mark d t

Oct 24, 2020

Excellent course, probably the best MOOC. Clear and concise information. I learnt so much about branding that I refocused my energy on how I brand my own company.

创建者 Ammar J M

Aug 3, 2020

An extremely engaging course. The professor made it a point to go into the intricacies of each detail but at the same time, did not bore the viewers with details.

创建者 Md. T I S

Jul 21, 2020

An amazing course! The examples used in this MOOC is up to date and the Professor knows how to illustrate all the topics so, participants can easily relate to it.

创建者 Ankur M

Apr 28, 2020

It's a great journey of 5 weeks and personal interview with brand manager and CEO is a awesome to watch for.Personally I thanked for teaching me a value of brand.

创建者 Carlos E R

Mar 22, 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

创建者 Izdihar R

Aug 13, 2024

Excellent MOOC! I've learned a lot, it gives me many insights and changed the way I look at brand management. Will recommend it to anyone with the same interest!