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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：

1376 - Brand Management: Aligning Business, Brand and Behaviour 的 1400 个评论（共 2,770 个）

创建者 Sidra M

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Aug 19, 2021

INFORMATIVE AND KNOWLEDGEABLE FOR ME. IT IS VERY USEFUL FOR MY FUTURE PLANINGS.

创建者 Kebbeh T

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Nov 9, 2020

Very great course, a better understanding of brand management. Great community.

创建者 Amy E U

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Sep 13, 2020

I enjoyed the course and learned a great deal about the many aspects of a Brand

创建者 Cra. E R

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Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

创建者 Alison A

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Dec 15, 2024

This was exceptional. I learnt a lot about key concepts of brand and branding.

创建者 Pramod K

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Sep 22, 2023

Its one of the best course that one can get and the professor is just amazing.

创建者 Alya N S

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Feb 20, 2023

Thanks for sharing Mr, I really get a lot of insight from you and this course.

创建者 Abiel R

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Jan 17, 2022

very eye opening. I would recommend this for any manager, sales rep, or owner

创建者 Eurekaafrica T

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Oct 7, 2021

A great learning experience of modern marketing and skills in brand management

创建者 Yashfeen K

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Jul 15, 2021

Great insightful course and a great way of explaining stuff by the instructor.

创建者 Niyati P

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Jun 6, 2021

This was a short, but an amazing journey. All thanks to Prof. Nader Tavassoli!

创建者 Ritu Y

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Jan 17, 2021

Excellent course especially for the once who want to start career in branding,

创建者 Sonia H

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Oct 18, 2020

Very motivating and educational the lecturer is knowledgeable and articulative

创建者 Tamelyne V T

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Aug 25, 2020

Thank you so much for an exciting course. I really enjoyed it and learnt alot

创建者 Videhi P

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Jul 13, 2020

absolutely loved the course . this is a great course for a beginner and worth

创建者 Alina B

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Jun 16, 2020

Great Marketing Course! Very useful info, a good teacher and interesting tasks

创建者 VIJAYKUMAR R

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Jun 14, 2020

Very Good and clear teaching with excellent Example and Interview of Top CEO'S

创建者 Sudhanshu K

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Jun 8, 2020

One of the FINEST courses on Internet....Simply Loved it🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰

创建者 Riaj A

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May 27, 2020

This is overall a great journey and a great experience learning from the best.

创建者 Syed M S

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Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

创建者 Мадина Б

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Jan 31, 2023

Очень полезный курс. Много узнала нового. Особенно о новых концепция 3В и А6

创建者 John E I

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Sep 23, 2022

I learned lot of things that I will used in managing and promoting a business

创建者 Ali C A

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Jan 30, 2022

It has been very effective course about brand management and brand valuation.

创建者 Bancomiwe M

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Jun 14, 2021

Well research concepts were shared during this course, I highly recommend it.

创建者 Margarita S

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Nov 29, 2020

Great course! Very interesting information, high quality of visual materials!