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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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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.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

筛选依据：

2401 - Brand Management: Aligning Business, Brand and Behaviour 的 2425 个评论（共 2,770 个）

创建者 Jérôme C

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Feb 11, 2019

Worth it !

创建者 Humah N

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Aug 11, 2025

excellent

创建者 Alicia C

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May 12, 2025

Increíble

创建者 stevflex

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Nov 19, 2024

excelente

创建者 Mohomed K

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Jul 19, 2024

Excellent

创建者 Yumnam B

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Jan 7, 2024

Very good

创建者 Subhabrata M

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Dec 28, 2022

excellent

创建者 Hasnain A

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Nov 25, 2022

Excellent

创建者 Maja K

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Oct 19, 2022

Amazing!

创建者 NERISSA Q

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Aug 21, 2022

Big help!

创建者 Hamed M

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Jul 3, 2022

Excellent

创建者 DRJ 5

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Apr 26, 2022

VERY NICE

创建者 Nidhi n

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Feb 1, 2022

Excellent

创建者 A. B S

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Jan 18, 2022

excellent

创建者 Lực T H

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Oct 3, 2021

Wonderful

创建者 Adrian A

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Sep 28, 2021

Excellent

创建者 Aarón R M

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Sep 10, 2021

Excellent

创建者 Lehi B R

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Jun 30, 2021

Very good

创建者 Mostafa A A M

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Jan 21, 2021

EXCELLENT

创建者 MINHAZUL A

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Nov 23, 2020

Excellent

创建者 vinay p

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Sep 28, 2020

very good

创建者 loana d

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Sep 5, 2020

excellent

创建者 Adiel Z

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Aug 2, 2020

thank you

创建者 TOLULOPE O

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Jul 26, 2020

Excellent

创建者 anisha j

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Jul 7, 2020

Wonderful