Name: Brand Management: Aligning Business, Brand and Behaviour
Brand: University of London
Availability: OnlineOnly
Rating: 4.9 (2792 reviews)

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

4.9

星

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.”...

2051 - Brand Management: Aligning Business, Brand and Behaviour 的 2075 个评论（共 2,792 个）

创建者 Htet A K

•

Mar 28, 2018

Great teaching and assignment

创建者 Renata P

•

Nov 9, 2022

Fantastic! A great learning!

创建者 pim d l

•

Jun 2, 2022

very intresting and helpfull

创建者 Giulia Q C

•

May 2, 2021

Really good course. Love it.

创建者 MUHAMMAD Y N

•

Dec 22, 2020

this subject definitely nice

创建者 Phoebe T

•

Jul 15, 2020

Great and insightful course!

创建者 Teena R

•

Jun 25, 2020

I really enjoy this course .

创建者 Essien T

•

Jun 15, 2020

GREAT COURSE, GREAT LECTURER

创建者 Udara k

•

Apr 19, 2024

Iiwwwowowooowowoowowoowowio

创建者 Rahul W

•

Jan 31, 2023

great learning experience .

创建者 Mohamed A A E

•

Apr 20, 2022

it is the best course i had

创建者 Venkatesh R

•

Jan 5, 2022

Good lectures by Instructor

创建者謝昀庭

•

Jul 24, 2021

Thanks for professor Nader!

创建者 Karin W

•

Jul 20, 2021

Really got a great insight

创建者 Tusharika t

•

Jul 12, 2021

its so good we learn a lot

创建者 Valerie Z

•

Jun 21, 2021

Very good course. Recommand

创建者 Ramil N

•

Jan 1, 2021

It was a very useful course

创建者 Harsh S

•

Sep 13, 2020

Exceptional, truly amazing.

创建者 Ravi R

•

Jun 20, 2020

very knowledgeable sessions

创建者 Anjali J

•

May 23, 2020

Insightful and interesting.

创建者 Juliette B

•

May 21, 2020

The lecturer was amazing!!!

创建者 Niyati M

•

Apr 29, 2020

The professor is fantastic!

创建者 FANGYU W

•

Feb 27, 2020

It's a mind-blowing course.

创建者 Chintu K

•

Mar 18, 2019

Good course for Foundation.

学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

课程概述

热门审阅

2051 - Brand Management: Aligning Business, Brand and Behaviour 的 2075 个评论（共 2,792 个）