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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

GT

Jun 8, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

筛选依据：

1376 - Brand Management: Aligning Business, Brand and Behaviour 的 1400 个评论（共 2,793 个）

创建者 Sara S

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Mar 28, 2021

Nader Tavassoli was a fantastic course leader, and the course was very valuable.

创建者 Doaa H I H

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Mar 21, 2021

Although I have studied marketing before, this course adds new dimensions to me.

创建者 Pragya R

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Feb 8, 2021

Nader has explained the concepts very well. I have learned a lot in this course.

创建者 Gaurav S

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Dec 2, 2020

Very Informative and practical based scenario helps to understand course better.

创建者 Thanga I S

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Aug 9, 2020

I absolutely loved the course and I thank Nader Travassoli has done a great job!

创建者 Bhavya v

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Feb 9, 2022

This really helped me understand the concept of brand building and managing it.

创建者 Sharon A

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Dec 2, 2021

this was a great time learning process and unlimited information and knowledge

创建者 Patrícia F M

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Aug 23, 2021

Was amazing course, a deep dive in all the concepts. Congrats Professor Nader!

创建者 Sidra M

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Aug 19, 2021

INFORMATIVE AND KNOWLEDGEABLE FOR ME. IT IS VERY USEFUL FOR MY FUTURE PLANINGS.

创建者 Kebbeh T

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Nov 9, 2020

Very great course, a better understanding of brand management. Great community.

创建者 Amy E U

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Sep 13, 2020

I enjoyed the course and learned a great deal about the many aspects of a Brand

创建者 Cra. E R

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Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

创建者 Pocòn C G

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Feb 23, 2026

Excelente Curso, me encantó, bien explicado con buenos ejemplo. Bendiciones!!

创建者 Pramod K

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Sep 22, 2023

Its one of the best course that one can get and the professor is just amazing.

创建者 Alya N S

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Feb 20, 2023

Thanks for sharing Mr, I really get a lot of insight from you and this course.

创建者 Abiel R

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Jan 17, 2022

very eye opening. I would recommend this for any manager, sales rep, or owner

创建者 Eurekaafrica T

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Oct 7, 2021

A great learning experience of modern marketing and skills in brand management

创建者 Yashfeen K

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Jul 15, 2021

Great insightful course and a great way of explaining stuff by the instructor.

创建者 Niyati P

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Jun 6, 2021

This was a short, but an amazing journey. All thanks to Prof. Nader Tavassoli!

创建者 Ritu Y

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Jan 17, 2021

Excellent course especially for the once who want to start career in branding,

创建者 Sonia H

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Oct 18, 2020

Very motivating and educational the lecturer is knowledgeable and articulative

创建者 Tamelyne V T

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Aug 25, 2020

Thank you so much for an exciting course. I really enjoyed it and learnt alot

创建者 Videhi P

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Jul 13, 2020

absolutely loved the course . this is a great course for a beginner and worth

创建者 Alina B

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Jun 16, 2020

Great Marketing Course! Very useful info, a good teacher and interesting tasks

创建者 VIJAYKUMAR R

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Jun 14, 2020

Very Good and clear teaching with excellent Example and Interview of Top CEO'S