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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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7,828 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

GT

Jun 8, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

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：

1201 - Brand Management: Aligning Business, Brand and Behaviour 的 1225 个评论（共 2,793 个）

创建者 Maria V

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Mar 8, 2023

I really enjoyed this course. The material was easy to understand and the tasks were up to date.

创建者 Souhayel H

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Oct 20, 2022

Excellent class to understand branding and especially purpose-led branding and brand managemnet

创建者 Cindy S

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Nov 14, 2021

very insightful and foward-looking course and helps a lot in establishing new brands, thank you!

创建者 Vaibhav L

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Sep 17, 2021

A great course. They've given cohesive explanations on what Brand alignment actually stands for.

创建者 Александр Г

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Apr 5, 2021

An excellent coures, did not regret not one minute spent. I am very grateful for this knowledge.

创建者 solmaz h

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Mar 6, 2021

Thaanks a lot. This course was so helpfull!!!It was a great pleasure to take part of this course

创建者 Mario S

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Feb 14, 2021

Well explained with many real business examples. Great new vision about the people's importance.

创建者 ABHINAV K

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Aug 29, 2020

This course gives a very in-depth knowledge about how the brand image is built through 3b model.

创建者 Alethea L H

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Jun 22, 2020

An insightful course, would definitely recommend it to to anyone who's interested in branding :)

创建者 Nadia L R

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May 24, 2020

it's easy to understand really love the way professor teach and the example of the brand as well

创建者 Osareme E O

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May 16, 2020

Dr Nader Tavassoli handled and presented this course extremely well. I enjoyed every part of it.

创建者 Ekenedilichukwu E

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May 16, 2020

The learning experience was exceptional Prof. Nader was very wonderful in delivering the points.

创建者 Angela S M S

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Apr 19, 2020

Thank you for the course. I learned so much about brand management especially in business world.

创建者 Anupam B

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Apr 18, 2020

Absolutely fantastic and exhaustive course material. special thanks to Mr. Nader - He made it re

创建者 Laurian S

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Jun 16, 2025

got ths couse done and i see a chance me using this as a big tool in my careers in future works

创建者 Mariya G G

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Aug 22, 2022

Great content! Strongly recommend to all who are interested in Brand management! Great lektor!

创建者 Sangdeun I (

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Jun 23, 2022

Great course for learning to adapt your business. And easier to learn. I recommended it to you.

创建者 Sandhan D C

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Oct 17, 2021

Excellent course filled with a lot of learning included, even for senior managers and leaders.

创建者 Violet X

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Oct 6, 2021

Great course, a lot of examples and super fun and easy way to kick start your business learning

创建者 Faith s C

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Feb 7, 2021

Excellent easy informative, challenges your brain to be innovative and creative i recommend it.

创建者 Blanche R F

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May 7, 2020

Best MOOC I've taken, best professor I've ever learned from. Made me contemplate taking an MBA.

创建者 Varshini R

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Oct 6, 2022

I found it valuable than a famous marketing book on branding. would rewatch lessons for sure.

创建者 Enrico M

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Jan 31, 2022

Really interesting and complete, to do to improve your skills in the field of Brand Management

创建者 A B

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Jan 23, 2022

Good course! Would be better to be able to download all slides (ppt or pdf) after each module.

创建者 Catia G

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Jun 4, 2021

Great insights! The Teacher is very good and he is very enthusiastic on sharing his knowledge!