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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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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!

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2476 - Brand Management: Aligning Business, Brand and Behaviour 的 2500 个评论（共 2,792 个）

创建者 Gautam G

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Jun 24, 2020

amazing

创建者 Crony C

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May 4, 2020

Awesome

创建者 Edwin I

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Jun 18, 2019

Perfect

创建者 Sameh E A A M

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May 15, 2025

v.good

创建者 Mackenson P

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Mar 19, 2024

Great!

创建者 PRAJWAL S N

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Apr 20, 2022

SUPERB

创建者 Nikolaos P

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Jan 12, 2021

Great!

创建者 Alifathunnisa R

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Nov 3, 2020

Awsome

创建者 Mattias E

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May 14, 2020

GREAT!

创建者 Nhật M N

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Feb 11, 2026

Goood

创建者 Hamed K

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Jul 20, 2024

great

创建者 ale p p

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Feb 9, 2023

grate

创建者 Kaveh T

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Dec 26, 2022

great

创建者 Nitish S

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Oct 2, 2022

Good

创建者 Siddhant J

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May 16, 2022

....

创建者 Daniel G (

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Mar 29, 2022

EPIC!

创建者 Fristi A M

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Feb 14, 2022

great

创建者 Tayut T

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Dec 27, 2021

Great

创建者 Andrea F

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Sep 25, 2021

Top!

创建者 赵淮

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Sep 16, 2021

great

创建者 fatemeh j

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Aug 23, 2021

great

创建者 Andrés S

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Jun 18, 2021

Great

创建者 Alfonso R

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Apr 7, 2021

Great

创建者 MUHAMMAD A F

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Jan 2, 2021

nicee

创建者 NURUL A

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Dec 17, 2020

great