Chevron Left
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.”...

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.

SD

May 31, 2020

I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.Thanks once again!

筛选依据：

2451 - Brand Management: Aligning Business, Brand and Behaviour 的 2475 个评论（共 2,792 个）

创建者 Nathan R

•

Feb 14, 2023

Amazing!

创建者 Andressa F S

•

Jul 14, 2022

Perfect!

创建者 Jacqueline H

•

Jun 8, 2022

Love it!

创建者 Dhruv S

•

Apr 27, 2022

too good

创建者 Maria V R

•

Sep 20, 2021

I loved!

创建者 sheila a

•

Jul 18, 2021

thankyou

创建者 Cesar m

•

Feb 16, 2021

Engaging

创建者 Leandro A

•

Jan 6, 2021

AMAZING!

创建者 Joel D B C

•

Jul 4, 2020

5 stars

创建者 Jacob C

•

May 20, 2020

THANKKSS

创建者 Zayneb Y

•

Mar 9, 2020

Amazing!

创建者 Blessing N

•

Jun 29, 2023

amazing

创建者 Ahana J

•

Aug 8, 2022

Amazing

创建者 Aabid A S

•

Jul 19, 2022

Amazing

创建者 Amzad H

•

May 9, 2022

so good

创建者 ahmed s

•

Nov 24, 2021

awesome

创建者 Hitesh S

•

Aug 30, 2021

Awesome

创建者 Dr. S N B

•

Jul 7, 2021

Awesome

创建者 BHAWNA R

•

Jun 21, 2021

amazing

创建者 Fit B S

•

Jun 7, 2021

Awesome

创建者 ADINDA K

•

Nov 9, 2020

amazing

创建者 Deleted A

•

Sep 23, 2020

awesome

创建者 ankita v

•

Sep 15, 2020

awesome

创建者 Fahim F S

•

Aug 31, 2020

Awesome