Name: Brand Management: Aligning Business, Brand and Behaviour
Brand: University of London
Availability: OnlineOnly
Rating: 4.9 (2779 reviews)

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学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

4.9

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7,777 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.”...

2051 - Brand Management: Aligning Business, Brand and Behaviour 的 2075 个评论（共 2,778 个）

创建者 Udara k

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Apr 19, 2024

Iiwwwowowooowowoowowoowowio

创建者 Rahul W

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Jan 31, 2023

great learning experience .

创建者 Mohamed A A E

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Apr 20, 2022

it is the best course i had

创建者 Venkatesh R

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Jan 5, 2022

Good lectures by Instructor

创建者謝昀庭

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Jul 24, 2021

Thanks for professor Nader!

创建者 Karin W

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Jul 20, 2021

Really got a great insight

创建者 Tusharika t

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Jul 12, 2021

its so good we learn a lot

创建者 Valerie Z

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Jun 21, 2021

Very good course. Recommand

创建者 Ramil N

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Jan 1, 2021

It was a very useful course

创建者 Harsh S

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Sep 13, 2020

Exceptional, truly amazing.

创建者 Ravi R

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Jun 20, 2020

very knowledgeable sessions

创建者 Anjali J

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May 23, 2020

Insightful and interesting.

创建者 Juliette B

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May 21, 2020

The lecturer was amazing!!!

创建者 Niyati M

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Apr 29, 2020

The professor is fantastic!

创建者 FANGYU W

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Feb 27, 2020

It's a mind-blowing course.

创建者 Chintu K

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Mar 18, 2019

Good course for Foundation.

创建者 Kapil B

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Sep 5, 2023

Very well designed course.

创建者 Fayzalii S

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Feb 25, 2023

The best course in town...

创建者 SHRIJITH R

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Sep 26, 2021

Brilliant and Insightful.

创建者 Mario D

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Sep 21, 2021

This course is outstanding

创建者 Aditya P S

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Jun 21, 2021

It was a great experience.

创建者 Rohan S

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Jun 13, 2021

Great Insights of Business

创建者 Giovanni M R

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May 11, 2020

perfect concepts and tasks

创建者 philip n

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Oct 13, 2021

Highly valuable content.

学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

课程概述

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2051 - Brand Management: Aligning Business, Brand and Behaviour 的 2075 个评论（共 2,778 个）