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
星
7,743 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

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

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.

筛选依据：

1351 - Brand Management: Aligning Business, Brand and Behaviour 的 1375 个评论（共 2,770 个）

创建者 Bohdan F

•

Oct 19, 2022

Amazing & inspiring Lecturer.

A lot of practice - based frameworks. I recommend.

创建者 E Z

•

Jun 16, 2022

Great practical course. All the theory perfectly supported by real cases. Thanks!

创建者 Ahmed S

•

May 31, 2022

It was a useful,exciting course, adding for me lots of information and knowledge.

创建者 Raul A

•

Sep 8, 2021

Estoy encantando con los conocimientos que adquirí!! Gracias DR Nadder Tavassolli

创建者 Jinghao P

•

Sep 7, 2021

these professor's English very clear, and the courses are knowledgable and enjoy.

创建者 Ayoub E

•

Jun 20, 2021

This course is so helpful for those who want to develop their skills in branding.

创建者 Geeta, R R S D

•

Apr 10, 2021

Thoroughly enjoyed this journey. Great lectures and interview content. Thank You.

创建者 Maria C G

•

Oct 20, 2020

excelente curso para profundizar el tema de marca y su importancia en el negocio.

创建者 T. I M J U M

•

Sep 1, 2020

EXCELLENT. WANT TO PARTICAPTE MORE COURSE/TOPIC OF THIS PROFESSOR NADER TAVASSOLI

创建者 Sikandar Z

•

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

创建者 AduramigbaMC O

•

May 24, 2024

This is such a greate course. I learnt a lot of strategies for brand management.

创建者 Choo Y C

•

May 13, 2024

A great learning journey for brand management, thank you very much, Prof Nader.

创建者 Vishal T

•

Feb 5, 2024

It's best experience for me. The instructor was best in explaining the concepts.

创建者 MD. M R

•

Aug 2, 2022

Enjoyed all the way. The metaphoric examples were so easy to relate. Thank you!

创建者 Katarzyna K

•

Jan 30, 2022

I am very happy to participate in the course. I recommend to other participants!

创建者 Arielle L

•

Oct 28, 2021

Really interesting class with lots of cases as example to learn some new theory!

创建者 Hüseyin E A

•

Apr 11, 2021

Amazing.

A very high quality and daily life training on brand and value creation.

创建者 Sara S

•

Mar 28, 2021

Nader Tavassoli was a fantastic course leader, and the course was very valuable.

创建者 Doaa H I H

•

Mar 21, 2021

Although I have studied marketing before, this course adds new dimensions to me.

创建者 Pragya R

•

Feb 8, 2021

Nader has explained the concepts very well. I have learned a lot in this course.

创建者 Gaurav S

•

Dec 2, 2020

Very Informative and practical based scenario helps to understand course better.

创建者 Thanga I S

•

Aug 9, 2020

I absolutely loved the course and I thank Nader Travassoli has done a great job!

创建者 Bhavya v

•

Feb 9, 2022

This really helped me understand the concept of brand building and managing it.

创建者 Sharon A

•

Dec 2, 2021

this was a great time learning process and unlimited information and knowledge

创建者 Patrícia F M

•

Aug 23, 2021

Was amazing course, a deep dive in all the concepts. Congrats Professor Nader!