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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.

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

筛选依据：

1476 - Brand Management: Aligning Business, Brand and Behaviour 的 1500 个评论（共 2,793 个）

创建者 Annie G

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Oct 10, 2022

This is one of the most wholesome course I got on Branding. Go for it!

创建者 Sandeep K

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Aug 20, 2022

I NEED THIS FREE CERTIFICATE I HAVE NO MONEY TO BUY IT SOMEBODY HELP ME

创建者 Benjamin L

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May 30, 2021

I will be waiting for the second part! Very entertaining and insightful

创建者 Michael W

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Feb 25, 2021

Very very well put together - thank you, thoroughly enjoyed this course

创建者 Marina M

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Sep 2, 2020

Great course, I really enjoyed this time and learned a lot! Thank you!

创建者 Maria C R M

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Aug 30, 2020

A very comprehensive course that revolutionized my perspective of brand

创建者 Ajithkumar A

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Jun 27, 2020

Every one Will love this Course, Wonderful, and Lot of Insights loaded.

创建者 filletmeuo

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Sep 18, 2019

Very helpful that inspire me to develop my insights on brand management

创建者 Md. K H

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Feb 18, 2025

Thanks to the University of London for arranging this beautiful course

创建者 Ntwezimnandi

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Jan 22, 2025

Absolutely worth my time and effort. It will greatly enrich my career.

创建者 yu C

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Jul 18, 2024

great practical learning in each of your modulars, thank you very much

创建者 John B d

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Aug 6, 2022

you will get a clear idea on building a brand in the current scenario.

创建者 Jim D

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May 1, 2022

Great course, easy to follow and covers some great ideas and concepts.

创建者 Daniel I

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Mar 23, 2021

I'm really glad I took this course. Very insightful and well detailed.

创建者 Maria C O

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Feb 23, 2021

Learned a lot from this course that I can apply in the work that I do.

创建者 Chau Y N

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Jan 20, 2021

Thank you very much to Professor Nader, I've learnt very much from him

创建者 Abdullah R

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Oct 25, 2020

Amazing Course really liked the teaching methodology by the instructor

创建者 Cheyenna K

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Sep 15, 2020

Very good course and will boost you if you're in the path of business.

创建者 Gracious D

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May 30, 2020

Great course! A much needed perspective on marketing in today's world.

创建者 王旭峰

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Mar 6, 2020

Thank you for your education and inspiration. We will make our impact!

创建者 Innocent A

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Jan 29, 2025

The course has been relevant to my field of work. Excellent faculties

创建者 Charleson O

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Jan 31, 2024

highly engaging course, professionally delivered and very insightful.

创建者 Erica D

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Apr 18, 2022

I learned new brand strategies while thoroughly enjoying this course.

创建者 Miguel S

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Feb 20, 2022

It's very clear and interesting. Exellent teacher. Loved this course.