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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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7,742 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

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!

SS

Oct 22, 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：

1276 - Brand Management: Aligning Business, Brand and Behaviour 的 1300 个评论（共 2,770 个）

创建者 Parijat S

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Jun 6, 2020

Exceptional lectures and interviews. I am definitely joining London Business School soon.

创建者 Nadine L W

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Oct 8, 2019

An excellent course looking at Branding holistically and providing best practice examples

创建者 Divine C O

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Jun 19, 2022

It was Incisive and Expository. Challenging also by means of the peer-graded assignments

创建者 Braulio G

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Nov 2, 2020

Excelente curso, muy completo y un profesor muy capacitado en la materia.

Muchas gracias!

创建者 Stuteema K

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Aug 14, 2020

It was a very good experience . learned a lot , hope i will use the ideas in my work too

创建者 Gopal S

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Jul 31, 2020

Very informative, great faculty and gives me lot of inputs to implement in my enterprise

创建者 Rounak S

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May 30, 2020

The course was very well designed and gave a deep insight into how Brands actually work.

创建者 Karen P E T

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Apr 26, 2020

Muy buen curso, aprendí cosas que son aplicables y que me ayudarán en el manejo de marca

创建者 Rodolphe N

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Mar 9, 2022

Excellent MOOC, LBS should provide more of these to enable marketers stay 'up to date'

创建者 Giovanna S

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Nov 16, 2021

Thank you Nader for delivering a truly informative and enjoyable course. All the best.

创建者 Malvika C

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Dec 18, 2020

It's a great course. enjoyed the assignments and the lectures. thankyou Nader Tavassoli

创建者 Enakshi D

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Aug 24, 2020

Extremely knowledgeable and effective learnings. It was indeed a pleasant experience :)

创建者 Rekha A

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Jun 21, 2020

Great to be a part of this course. All concepts well explained with case studies. Great

创建者 phyo p

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Sep 20, 2022

It's a wonderful course which thaught me various topics concerning with the branding.

创建者 MD A R A

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Feb 21, 2022

Best Course for understanding Brand Management. Definitely worth the time spent on it.

创建者 Deleted A

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Feb 20, 2022

It was excellent course! Thank you for such opportunity to get new modern knowledches.

创建者 Punyashloka P

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Sep 15, 2021

One of the Finest Courses. Special thanks to instructor Prof Nader.

Regards.

Punyashloka

创建者 Jaison J

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May 23, 2021

One of the best courses I have done. I absolutely loved it and recommend it.

Thank you.

创建者 Kinir G

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Apr 16, 2021

It was a good learning experience. The course concept was apt and it was very helpful.

创建者 Claudia G

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Feb 7, 2021

It was great! Everything I learned in this course will helping me growth in my career.

创建者 Marcela M L F

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Aug 26, 2020

I loved the program content, excellent professor, and great examples while explaining!

创建者 Sera A

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Jul 10, 2020

It was a great experience to learn about "brand management". It was really thoughtful.

创建者 Prachi g

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Jul 6, 2020

I really like this course and this course provides me a good knowledge about the brand

创建者 Panos E

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Dec 18, 2024

Awesome course with very practical assignments and interviews from corporate leaders!

创建者 Michael N

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Aug 16, 2023

great insight on business branding, it was quite a learning experience. thank you!...