Chevron Left
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

4.9
星
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.”...

热门审阅

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

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：

1701 - Brand Management: Aligning Business, Brand and Behaviour 的 1725 个评论（共 2,792 个）

创建者 Folakemi A

•

Nov 5, 2025

Thankful for this insightful and informative course.

创建者 Friederike A

•

Mar 30, 2025

great course and worth every second of your time!!!!

创建者 sixtus o

•

Jan 22, 2025

Very detailed and rich with simplified explanations.

创建者 Haifa A

•

Oct 1, 2020

I learned a lot from this course, thank you so much!

创建者 Wage D

•

Jun 9, 2020

This course is totally insightful for me. Thank you!

创建者 Sandeep K

•

Jun 3, 2020

Great learning by examples and practical Interviews.

创建者 Wong C H

•

Apr 23, 2020

It is worthy for me to learn about Brand Management.

创建者 Chrìstina S

•

Nov 4, 2018

Amazing approach in branding, I highly recommend it.

创建者 Rowena C O

•

Jun 4, 2022

THANK YOU FOR THIS COURSE I' M HAVE A LOT TO LEARN.

创建者 K D

•

May 18, 2022

Fantastic Insights ! Felt Priviliged to go Through

创建者 Iñaki D d R

•

Nov 1, 2021

Easy to understand. Insightful. Full of examples.

创建者 David M

•

Jun 25, 2021

ONE OF THE BEST LEARNING EXPERIENCE EVER THANK YOU.

创建者 Ashutosh s

•

Mar 20, 2021

from this module, i have learnt practical examples.

创建者 B. I W

•

Nov 12, 2020

This course is very helpful for beginner. Thank you

创建者 Indrajeet V A

•

Oct 1, 2020

This course added great value to my overall career.

创建者 ABIOLA O O

•

Sep 28, 2020

Very Insightful, Expository, and Thought-provoking.

创建者 Rajesh.R

•

Aug 19, 2020

Excellent Course. Lots of Knowledge Gained from it.

创建者 achyut k

•

Jul 8, 2020

There is so much to learn in this course. Thank you

创建者 ANUBHA G

•

Jun 19, 2020

it was awesome journey during completion of course.

创建者 Vivek B

•

Feb 22, 2020

Awesome course, I thoroughly enjoyed the experience

创建者 sanjana r

•

Mar 11, 2019

Excellent explanation with understandable examples.

创建者 shalini j

•

May 13, 2025

The instructor is amazing, so smart and confident.

创建者 Harsh v T

•

Jul 15, 2023

full of knowledge and help anyone to posses skills

创建者 Kene O

•

Oct 19, 2022

LEARNT A WHOLE LOT OF THINGS CONCERNING BRANDING.

创建者 Alaa J

•

Sep 27, 2022

You will learn new ways of thinking about branding