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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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7,827 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：

2101 - Brand Management: Aligning Business, Brand and Behaviour 的 2125 个评论（共 2,792 个）

创建者 Felicia A

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Feb 15, 2025

This is really detailed

创建者 Karl R

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Sep 20, 2024

Amazing! Learned a lot!

创建者 Michael B

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Jun 10, 2024

Great course! Loved it.

创建者 Alia A

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Feb 19, 2024

Thank you, Prof. Nader!

创建者 Karina C M

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Jun 29, 2023

Thanks! a great course.

创建者 Alla n

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Feb 2, 2023

Good course, thank you!

创建者 Prathamesh B S

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Oct 31, 2022

Very insightful course.

创建者 shiv g

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Aug 7, 2022

this course was amazing

创建者 Hamza H

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Jul 16, 2022

very inormative course

创建者 Sourav S

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Jul 14, 2021

very informative course

创建者 Zhou Y

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Mar 5, 2021

It's very useful course

创建者 Faiz H

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Oct 7, 2020

One of the best course!

创建者 Rohit M

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Oct 3, 2020

One of the Best Course!

创建者 mohamad H

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Aug 28, 2020

A new world of branding

创建者 Patricia F

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Jun 15, 2020

Excelente!!! Amazing!!!

创建者 Navid A C

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Jun 10, 2020

must recommended course

创建者 Ishita A

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Jun 1, 2020

very insightful course.

创建者 Devjyoti B D

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May 27, 2020

Very Informative Course

创建者 ANUSHREE R

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May 26, 2020

very interesting course

创建者 ihtisham n

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Nov 6, 2018

very good for students

创建者 fajar w n

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Aug 24, 2023

many thanks for lesson

创建者 JOE W

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Mar 21, 2023

GGreatGreat experience

创建者 CBM H p

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Feb 3, 2023

very relevant content

创建者 Yunita K

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Oct 20, 2021

this course is so good

创建者 Madelin 袁

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Sep 12, 2021

perfect for beginners