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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：

2176 - Brand Management: Aligning Business, Brand and Behaviour 的 2200 个评论（共 2,793 个）

创建者 Mg T K

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May 9, 2019

I LIKE EXCELLENT...

创建者 Amna A

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Nov 20, 2018

Very understandable

创建者 Julia F d S L

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Jul 15, 2025

Muito aprendizado.

创建者 Beatriz M d S

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Dec 30, 2023

Excellent content!

创建者 Kurt L B

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Aug 4, 2023

loving this course

创建者 Mekala K N 1

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Jul 20, 2023

Very useful course

创建者 Mursaleen S K

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Oct 26, 2022

Very useful course

创建者 tauheed b m

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Sep 21, 2022

Fantastic Course!

创建者 Just W T L E

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Jul 18, 2022

i had a great time

创建者 It's B

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Jan 18, 2022

such a nice course

创建者 SOL K

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Jan 15, 2022

WellRepresentative

创建者 reyyan a

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Nov 11, 2021

very useful course

创建者 Nacha S

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Aug 8, 2021

excelente course!!

创建者 DongPV5

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Aug 6, 2021

Thank you so much!

创建者 YEN H

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Jul 25, 2021

I like this course

创建者 faith n

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Apr 16, 2021

excellent teaching

创建者 Jerome V (

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Apr 11, 2021

Very Useful course

创建者 Fatima L A

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Dec 8, 2020

It's really useful

创建者 Dharmendra K

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Nov 7, 2020

Awesome experience

创建者 GOLOJU S

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Oct 14, 2020

informative course

创建者 Catherine R M

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Aug 5, 2020

Excellent material

创建者 MANI G

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Jul 11, 2020

This one is worth.

创建者 VIDHYA P

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May 29, 2020

really good course

创建者 Alby P

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May 13, 2020

Very good concepts

创建者 Hervé M

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Jan 23, 2025

Very informative.