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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

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.

SD

May 31, 2020

I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.Thanks once again!

筛选依据：

2126 - Brand Management: Aligning Business, Brand and Behaviour 的 2150 个评论（共 2,792 个）

创建者 Carolina M

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Apr 11, 2021

Excellent course!!!!!!

创建者 EKUME C B

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Dec 28, 2020

Exceptional I must say

创建者 Racaentha A P A

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Dec 3, 2020

very clear explanation

创建者 ARISTA D

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Nov 30, 2020

good cool, informative

创建者 Tebogo P N

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Sep 16, 2020

it was a useful course

创建者 Siphokuhle M

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Jul 21, 2020

Best course ever!!!!!!

创建者 Fabio B R J

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May 11, 2020

Amazing point of view.

创建者 Sanjay M

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Sep 13, 2025

All we need to know..

创建者 Qhawe M

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Oct 14, 2023

Prof Nader was great!

创建者 Ananya D

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Jun 5, 2023

Very well explained!!

创建者 Awnish C

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Jan 10, 2023

The best one can get!

创建者 Vama S

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Sep 13, 2022

It was enlightening.

创建者 AHMET A T

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Nov 12, 2021

Just a word; PERFECT!

创建者 Ashutosh R

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Jul 7, 2021

it was great to learn

创建者 Oladimeg - L C

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May 9, 2021

This was really good.

创建者 Ana B d l M

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Mar 12, 2021

So useful, thank you.

创建者 Hải N

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Dec 12, 2020

Great! thanks so much

创建者 Lucas B

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Nov 10, 2020

Y'all are the beasts!

创建者 Urika R

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Oct 11, 2020

An insightful course!

创建者 Rishav M

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Jul 21, 2020

Very efficient course

创建者 Anushree g

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Jun 26, 2020

Its very good for us.

创建者 Prabhat G

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Jun 7, 2020

This was awesome mooc

创建者 Peter D

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Apr 23, 2024

I loved this course.

创建者 Clara P C

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Jun 9, 2023

A very useful course

创建者 Mohamed A

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Mar 1, 2023

Very valuable Course