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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：

2501 - Brand Management: Aligning Business, Brand and Behaviour 的 2525 个评论（共 2,792 个）

创建者 Mitushi G

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Dec 16, 2020

great

创建者 Gabriele D

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Sep 29, 2020

great

创建者 Subhra C

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Jul 25, 2020

Great

创建者 RASEL A

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May 17, 2020

Great

创建者 Ville I V

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Apr 6, 2020

Great

创建者 Pratik D

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Sep 22, 2019

great

创建者 Usama S

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Oct 13, 2018

g

r

e

a

t

创建者 UDAY S

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Apr 30, 2025

nice

创建者 Aigerim M

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Apr 20, 2025

Good

创建者 ZHENGWEN

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Apr 5, 2025

值得推荐

创建者 Hoàng T T ( P H

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Mar 25, 2025

GOOD

创建者 Bảo T

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Mar 2, 2025

good

创建者 TILAKSING S R

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Jan 25, 2025

nice

创建者 Trisha S

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Dec 5, 2024

Good

创建者 Shaquanne J

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Oct 20, 2024

good

创建者 Hussein N

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Oct 14, 2024

رائع

创建者 Funny W

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Jun 5, 2023

GOOD

创建者 Innozone I

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Mar 24, 2023

Well

创建者 Alpesh R

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Nov 8, 2022

good

创建者 Iselowo D

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Oct 24, 2022

Hist

创建者 Abdul F

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Aug 8, 2022

Good

创建者 Flora E

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Aug 5, 2022

good

创建者 sheikh M H

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Jun 19, 2022

good

创建者 Morziul H

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Apr 21, 2022

good

创建者 SAIRA H B Z

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Apr 17, 2022

good