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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

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.

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

筛选依据：

1576 - Brand Management: Aligning Business, Brand and Behaviour 的 1600 个评论（共 2,793 个）

创建者 Susana S

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May 21, 2024

Un forma inteligente de entender la marca y llevarla al exito.

创建者 Maxwell M

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Jul 25, 2022

Loved it! This course broadened my understanding of branding.

创建者 Bilal K

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Jun 2, 2022

Very well explained the terms of brand. Thank you very much .

创建者 Sade M F

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Apr 12, 2022

Excellent course, it helped me a lot in my own small business!

创建者 Vimal G

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Jul 4, 2021

Very good lectures and classes , really loved these course....

创建者 Kothapalli U

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Jun 1, 2020

It is really very explaining with good Examples. Thank you sir

创建者 Aarushi K

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Apr 19, 2020

Great course, teaches quite relevant material for today's time

创建者 Alok R

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Feb 20, 2025

The best course to understand brand tactics for MBA students.

创建者 Jonathan R

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Dec 26, 2023

Excellently presented with stimulating and thoughtful content

创建者 Morris O E

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Dec 25, 2022

Very informative, easy to understand with practical examples.

创建者 Nicole d S O

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Sep 10, 2021

Curso sensacional e professor incrivel, estou impressionada!

创建者 Edward S

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Mar 1, 2021

¡Un curso excelente con mucho contenido de valor que aportar!

创建者 İzel d

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Oct 1, 2020

Contents of videos were great! Thanks a lot Prof. Tavassoli !

创建者 Anirudh R

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Aug 30, 2020

The course was very well focused and informative, enjoyed it!

创建者 Dmitry

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Dec 2, 2019

Great Course! My deep respect and appreciation to the Author!

创建者 Kamol C

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Jan 18, 2024

Excellent, very comprehensive and useful! Thank you so much.

创建者 [email protected]

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May 11, 2023

so happy with the information and learning

from this course.

创建者 catalina f s b

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Apr 28, 2022

I love it, was fun and super complete. I would do it again.

创建者 Rafael M

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Jul 27, 2021

Amazing course and teacher... no more words to describe it.

创建者 JOSE R G

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Oct 3, 2020

very good course with clear explanations and practical cases

创建者 Ale R

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Sep 2, 2020

Very clear, extensive explanations with good business cases.

创建者 CHAN R W K

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Aug 31, 2020

love the professor, with excellent examples and explanations

创建者 Nailah F

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Jul 29, 2020

I highly recommend this course. Very interesting & engaging!

创建者 Shuvam C

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Jul 8, 2020

Very informative, constructive enriching learning experience

创建者 Sudarshan B

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Jun 4, 2020

excellent instructor.I want do more course under instructor.