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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：

2226 - Brand Management: Aligning Business, Brand and Behaviour 的 2250 个评论（共 2,793 个）

创建者 Fernando L D

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Jan 11, 2026

Excelente curso.

创建者 Lalvir S

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Oct 5, 2025

Excellent course

创建者 THABO T T

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Sep 30, 2025

A must do Course

创建者 Farrux H

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Sep 29, 2025

Very nice course

创建者 Hasan A H

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Feb 4, 2025

Amazing learning

创建者 KHAN'S W

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Dec 1, 2024

Great experience

创建者 Sameeksha S

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Aug 13, 2023

excellent course

创建者 nancy k

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Jul 14, 2023

great experience

创建者 Samira V

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Mar 7, 2023

The best ever!!!

创建者 Al S

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Feb 28, 2023

Excellent course

创建者 Hafiz M U

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Aug 23, 2022

Very Informative

创建者 Mohd. A A

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Jun 7, 2022

Great Experience

创建者 Anandini T

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Jun 2, 2022

very informative

创建者 Naggenda D

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Feb 1, 2022

Very informative

创建者 Shivam S

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Jan 4, 2022

excellent course

创建者 ABEYKOONLAGE W E L R

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Mar 22, 2021

Excellent course

创建者 Zoha F

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Feb 14, 2021

Excellent course

创建者 Maram A

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Jan 11, 2021

Amazing course!!

创建者 Evander N

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Dec 10, 2020

Nice leant a lot

创建者 Naska B S

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Nov 11, 2020

Great Experience

创建者 Prashik P

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Oct 25, 2020

so much to learn

创建者 DharmiK S

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Oct 5, 2020

Nice methodology

创建者 Birajdar M M

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Oct 2, 2020

Excellent course

创建者 KOKETSO R R

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Oct 1, 2020

impressive study

创建者 Lakeram B

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Sep 28, 2020

It was beautiful