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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：

1351 - Brand Management: Aligning Business, Brand and Behaviour 的 1375 个评论（共 2,793 个）

创建者 Bongi Z

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Feb 19, 2023

I absolutely enjoyed every aspect of the course, and the tutor did Excellent Job!!

创建者 Sabuhi N

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Dec 4, 2021

Thank you for this wonderful course. I gained new knowledge for myself. Thank you!

创建者 M. A

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Aug 22, 2020

This course is very useful for me.I learned lot of information through this course

创建者 Eric M

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Jul 29, 2020

A nice course reviewing many different aspects about what a brand is to companies.

创建者 JOGA V S

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Jul 14, 2020

Wonderful Course Structure. Very useful insights are given about Brand Management.

创建者 Godson O W

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Jun 9, 2020

This course was well arranged and simplified. A good awareness on Brand Marketing.

创建者 Lucas C

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May 10, 2020

Awesome MOOC! Helps me out with my business and gives a lot of important concepts!

创建者 Amin M a K a A M G

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Aug 16, 2023

This was a challenging course but I learned a lot from it about Brand Management.

创建者 Bohdan F

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Oct 19, 2022

Amazing & inspiring Lecturer.

A lot of practice - based frameworks. I recommend.

创建者 E Z

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Jun 16, 2022

Great practical course. All the theory perfectly supported by real cases. Thanks!

创建者 Ahmed S

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May 31, 2022

It was a useful,exciting course, adding for me lots of information and knowledge.

创建者 Raul A

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Sep 8, 2021

Estoy encantando con los conocimientos que adquirí!! Gracias DR Nadder Tavassolli

创建者 Jinghao P

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Sep 7, 2021

these professor's English very clear, and the courses are knowledgable and enjoy.

创建者 Ayoub E

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Jun 20, 2021

This course is so helpful for those who want to develop their skills in branding.

创建者 Geeta, R R S D

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Apr 10, 2021

Thoroughly enjoyed this journey. Great lectures and interview content. Thank You.

创建者 Maria C G

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Oct 20, 2020

excelente curso para profundizar el tema de marca y su importancia en el negocio.

创建者 T. I M J U M

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Sep 1, 2020

EXCELLENT. WANT TO PARTICAPTE MORE COURSE/TOPIC OF THIS PROFESSOR NADER TAVASSOLI

创建者 Sikandar Z

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Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

创建者 AduramigbaMC O

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May 24, 2024

This is such a greate course. I learnt a lot of strategies for brand management.

创建者 Choo Y C

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May 13, 2024

A great learning journey for brand management, thank you very much, Prof Nader.

创建者 Vishal T

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Feb 5, 2024

It's best experience for me. The instructor was best in explaining the concepts.

创建者 MD. M R

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Aug 2, 2022

Enjoyed all the way. The metaphoric examples were so easy to relate. Thank you!

创建者 Katarzyna K

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Jan 30, 2022

I am very happy to participate in the course. I recommend to other participants!

创建者 Arielle L

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Oct 28, 2021

Really interesting class with lots of cases as example to learn some new theory!

创建者 Hüseyin E A

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Apr 11, 2021

Amazing.

A very high quality and daily life training on brand and value creation.