Name: Brand Management: Aligning Business, Brand and Behaviour
Brand: University of London
Availability: OnlineOnly
Rating: 4.9 (2792 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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7,827 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.”...

2776 - Brand Management: Aligning Business, Brand and Behaviour 的 2792 个评论（共 2,792 个）

创建者 Kago M

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May 11, 2021

helped me learn and experience a different perspective.

创建者 Milena K

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Oct 1, 2022

Gives you knowledge of the brand management world

创建者 Fahima S

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Sep 9, 2020

I think this course was quite lengthy.

创建者 ER L

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Jan 3, 2021

well constructed and presented course

创建者 Kajol N

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Jul 15, 2021

The content was not upto the mark !

创建者 Nikhil P

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Jul 2, 2021

well proud feeling after completion

创建者 Roya A S

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Jul 13, 2023

It was boring and hard to finish.

创建者 Xueying L

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Oct 18, 2021

i want to unroll

创建者 Abhishek S

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Nov 17, 2024

Not Helpful

创建者 Shanza S

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Jul 19, 2023

just ok

创建者 MOHAMED I

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Apr 29, 2022

创建者 Nirmiti P

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Sep 18, 2024

The Course is beautiful but I received the certificate which is not formatted well. And I am not able to get any help for it

创建者 SHARON J H D

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Feb 23, 2025

ESO DE ESPERAR A QUE NOS DEN UNA CALIFICACION NOS HACE PERDER TIEMPO PARA OBTENER CERTIFICADO

创建者 Abhishek D P

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Jun 7, 2020

Good

创建者 Maike L

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Mar 14, 2022

çl

创建者 Zachary N

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Oct 18, 2025

Horribly put together. On one quiz literally kept getting failed for the same 2 questions. Even tho by the end I just treated it as a troubleshooting exercise. There was no right answers for those 2 questions. Even reviewed the content 2 additional times to ensure I hadn't misunderstood something. Was taking this as primer to base knowledge to having an opposing course to my technicals. But felt it contributed little more than inconvenience, frustration, and frankly a waste of time.