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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：

2351 - Brand Management: Aligning Business, Brand and Behaviour 的 2375 个评论（共 2,793 个）

创建者 Alcides I A G

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Nov 15, 2020

Great Course

创建者 ABHISHEK K

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Sep 18, 2020

Great course

创建者 Joel T S

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Sep 13, 2020

Great Course

创建者 Jasmine S

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Aug 3, 2020

Great Course

创建者 Salman K

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Jun 28, 2020

Great Course

创建者 Sayeda R

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May 21, 2020

Nice course.

创建者 RAMEEZ A K

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May 9, 2020

great course

创建者 Prini D

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May 3, 2020

Great Course

创建者 Ekaterina

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Apr 27, 2020

I recommend!

创建者 Rudy G

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Apr 27, 2020

Great method

创建者 Quiterie V

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Apr 3, 2020

g

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创建者 Sergio V d C

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Jul 8, 2025

Very good !

创建者 Mahmoud A

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Mar 12, 2025

really good

创建者 Mohammed A B S

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Sep 16, 2023

nice course

创建者 Anh b T

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May 11, 2023

Nice course

创建者 resat b

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Mar 7, 2023

Good work !

创建者 Gautam B

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Feb 25, 2023

Good course

创建者 Mbali N

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Jan 30, 2023

exceptional

创建者 Russel

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Nov 27, 2022

Excellent!!

创建者 SAMET M

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Nov 1, 2022

veryyy good

创建者 Rahul b

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Sep 21, 2022

Insightful

创建者 Ngân N K

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Aug 7, 2022

good course

创建者 Mili G

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Jul 14, 2022

nice course

创建者 LAKSHMI S B

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Jul 1, 2022

exexcellent

创建者 Ahmed m M

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Jun 23, 2022

Its Helpful