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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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7,777 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.”...

热门审阅

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.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

筛选依据：

2201 - Brand Management: Aligning Business, Brand and Behaviour 的 2225 个评论（共 2,778 个）

创建者 josé m z b

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Dec 7, 2021

Curso Excepcional

创建者 ARUN M

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Oct 23, 2021

Very good course.

创建者 Christine S

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Oct 22, 2021

really insightful

创建者 Omar W E

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Jun 30, 2021

very informative

创建者 Vishesh S

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May 2, 2021

Excellent course!

创建者 Angelia W

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Jan 12, 2021

really insightful

创建者 SALVATORI F

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Nov 19, 2020

new point of view

创建者 Deleted A

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Oct 4, 2020

Excellent Course!

创建者 Luciana C G

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Sep 20, 2020

excelent content!

创建者 Kavish W

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Sep 11, 2020

great explanation

创建者 Divya G

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Aug 8, 2020

really insightful

创建者 Emil D

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Aug 5, 2020

Highly insightful

创建者 Barton l M

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May 6, 2020

Excellant Course,

创建者 Климович А С

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Apr 28, 2020

Highly recommend!

创建者 XAVIER B R

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Apr 8, 2020

Really usefull !!

创建者 Nuhro D A

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Jul 31, 2019

Phenomenal course

创建者 Lalvir S

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Oct 5, 2025

Excellent course

创建者 THABO T T

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Sep 30, 2025

A must do Course

创建者 Farrux H

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Sep 29, 2025

Very nice course

创建者 Hasan A H

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Feb 4, 2025

Amazing learning

创建者 KHAN'S W

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Dec 1, 2024

Great experience

创建者 Sameeksha S

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Aug 13, 2023

excellent course

创建者 nancy k

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Jul 14, 2023

great experience

创建者 Samira V

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Mar 7, 2023

The best ever!!!

创建者 Al S

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Feb 28, 2023

Excellent course