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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：

1326 - Brand Management: Aligning Business, Brand and Behaviour 的 1350 个评论（共 2,770 个）

创建者 priya s

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Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

创建者 Alma R S M

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Dec 18, 2024

Me gustó mucho la manera de explicarlo, las entrevistas, los ejemplos y ejercicios.

创建者 Carolina X

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Feb 18, 2023

The professor explains concepts very clearly, and gives easy to understand examples

创建者 Inês F

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Oct 31, 2022

very intyeresting and relevant for people who are interesting in Brand & Marketing

创建者 Abdullah T

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Oct 28, 2022

Amazing and very informative course and also very experincable professor teach us.

创建者 Varo V V

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Jul 10, 2022

very educational and the excuation of delivry was spot on. Thank you for the course

创建者 Parin G

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Nov 24, 2021

A very good course, mostly consists of case studies.. You will find it interesting.

创建者 Elena R C d R

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Sep 26, 2021

I really liked the course and have learnt very useful concepts! I do recommend it!!

创建者 Gunja A

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Jul 5, 2021

Amazing course. The professor explains all the concepts very clearly and precisely.

创建者 Thân Đ D

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Feb 21, 2021

Really recommend it for anybody who wants to understand more about brand management

创建者 Victoria B P

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Dec 10, 2020

My first online course, but not the last. Great experience and knowledge! Thank you

创建者 Preeti k

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Sep 24, 2020

I have learnt new way to enhance branding in business to increase consumer loyalty.

创建者 Francesca T

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Sep 11, 2020

Very interesting and useful, it goes very deep to the brand management touchpoints.

创建者 Lucinda M

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Aug 8, 2020

Enjoyed the professor, context, and the pace of the course. I learned a great deal.

创建者 Shanmugapriyaa M

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Jun 5, 2020

Wonderful case studies and real world examples. This course gave me a wide insight.

创建者 Mrs A C J

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Mar 19, 2025

This course was so engaging, I'd recommend to anyone interested in Brand marketing

创建者 Teona

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Dec 8, 2023

The professor is brilliant! Thanks for great explanations and relevant information

创建者 Bongi Z

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Feb 19, 2023

I absolutely enjoyed every aspect of the course, and the tutor did Excellent Job!!

创建者 Sabuhi N

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Dec 4, 2021

Thank you for this wonderful course. I gained new knowledge for myself. Thank you!

创建者 M. A

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Aug 22, 2020

This course is very useful for me.I learned lot of information through this course

创建者 Eric M

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Jul 29, 2020

A nice course reviewing many different aspects about what a brand is to companies.

创建者 JOGA V S

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Jul 14, 2020

Wonderful Course Structure. Very useful insights are given about Brand Management.

创建者 Godson O W

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Jun 9, 2020

This course was well arranged and simplified. A good awareness on Brand Marketing.

创建者 Lucas C

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May 10, 2020

Awesome MOOC! Helps me out with my business and gives a lot of important concepts!

创建者 Amin M a K a A M G

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Aug 16, 2023

This was a challenging course but I learned a lot from it about Brand Management.