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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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7,827 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

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.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

筛选依据：

1876 - Brand Management: Aligning Business, Brand and Behaviour 的 1900 个评论（共 2,792 个）

创建者 Anshul A

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Dec 20, 2020

It's very informative and well designed.

创建者 Kaustubh G

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Sep 12, 2020

Learned a new concept :signature pricing

创建者 Hafiz S

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Sep 7, 2020

One of the best courses I have attended!

创建者 Tarun S

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Aug 14, 2020

Excellent instructor and great learning.

创建者 Poornima P

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Jul 6, 2020

Its a great course.I completely loved it

创建者 Benjamin L

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Jun 19, 2020

Very good concepts and insights on Brand

创建者 Kseniia

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May 15, 2020

Very good for people working in commerce

创建者 Barak A

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Jun 29, 2019

Very important Course.

Really interesting

创建者 Prince C O

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Feb 2, 2026

I really learnt so much. Very relevant.

创建者 laura D l C

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Aug 4, 2025

Brand Management muy interesante tema ,

创建者 064 — U Z

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Oct 4, 2024

Really loves the Mooc, professor Nader.

创建者 Benedicta A

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Oct 6, 2023

It such a great online learning journey

创建者 Aline B

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Oct 31, 2022

I've learned so much with this course!

创建者 Hajar O s

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Jun 5, 2022

one of the most phenomenal best courses

创建者 Terry L

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May 3, 2022

It is really good and very recommended!

创建者 İrem

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Jan 13, 2022

Thanks a lot for this inspiring course!

创建者 Pranesh P

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Aug 9, 2021

Very Useful course. HIghly recommended.

创建者 Jennifer N

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Jul 28, 2021

Loved this course! awesome delivery too

创建者 Kanwar P

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Jan 25, 2021

Had a great time finishing this

Course

创建者 Kah X L

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Jan 10, 2021

Very informative. Thank you, Professor.

创建者 Ubaldo B R

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Oct 19, 2020

Amazing, more courses like this please!

创建者 Anilesh R

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Sep 5, 2020

Very good content and immensely helpful

创建者 shubham m

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Aug 29, 2020

Must course for a marketing enthusiast.

创建者 Divyanshu S

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Aug 10, 2020

very informative and interesting course

创建者 Raj R

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May 6, 2020

Great depth and insight in this course.