关于此课程： 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.”
此课程适用人群： This course is designed for a broad audience of marketing and non-marketing professionals, in particular those in human resources and finance but extending to all employees who need to understand their critical role in delivering on the brand promise. It is also accessible to students, to complement a more traditional course on branding. This course is NOT for couch potatoes as you will be challenged to do stuff in the real world!
制作方： University of London, London Business School
教学方： Nader Tavassoli, Professor of Marketing
London Business School
| 级别 | Beginner |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
Brand Purpose & Experience
Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.
8 视频, 3 阅读材料
- Reading: Start Here
- Reading: Glossary
- 视频: 1.2 Brand identity and brand image
- 视频: 1.3 Interview with Bethany Koby, Director, Technology Will Save Us
- 视频: 1.4 Brand purpose (part 1)
- 视频: 1.5 Brand purpose (part 2)
- 视频: 1.6 Interview with David Kershaw, CEO, M&C Saatchi
- 视频: 1.7 3E's (part 1)
- 视频: 1.8 3E's (part 2)
- Reading: Optional Reading
已评分: Module 1 Quiz
已评分: Module One: To Do
第 2 周
Brand Design & Delivery
Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module.
9 视频, 1 阅读材料
- 视频: 2.2 Why brand experiences matter (Part 2)
- 视频: 2.3 Digital brand experiences (Part 1)
- 视频: 2.4 Digital brand experiences (Part 2)
- 视频: 2.5 Designing Brand Experiences (Part 1)
- 视频: 2.6 Designing Brand Experiences (Part 2)
- 视频: 2.7 Signature Pricing
- 视频: 2.8 Interview with Huib van Bockel
- 视频: 2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)
- Reading: Optional Reading
已评分: Module 2 Quiz
已评分: Module Two: To Do
第 3 周
Brand Leadership and Alignment
Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.
13 视频, 1 阅读材料
- 视频: 3.2 Connecting the Dots (Part 2)
- 视频: 3.3 From Silos to Synchrony (Part 1)
- 视频: 3.4 From Silos to Synchrony (Part 2)
- 视频: 3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)
- 视频: 3.6 Aligning the 3Bs at LBS
- 视频: 3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)
- 视频: 3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)
- 视频: 3.9 Global Alignment (Part 1)
- 视频: 3.10 Global Alignment (Part 2)
- 视频: 3.11 Interview with Keith Weed (CMO, Unilever)
- 视频: 3.12 Brand Portfolio Management (Part 1)
- 视频: 3.13 Brand Portfolio Management (Part 2)
- Reading: Optional Extras
已评分: Module 3 Quiz
已评分: Module Three: To Do
第 4 周
Brand Practices & Engagement
Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module.
15 视频, 1 阅读材料
- 视频: 4.2 Brand Practices (Part 2)
- 视频: 4.3 Brand Practices (Part 3)
- 视频: 4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand)
- 视频: 4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)
- 视频: 4.6: Interview with Tanya Truman (Lush)
- 视频: 4.7: Interview with Nik Allebon (Lush)
- 视频: 4.8 The Six A's of Brand Engagement (Part 1)
- 视频: 4.9 The Six A's of Brand Engagement (Part 2)
- 视频: 4.10 The Six A's of Brand Engagement (Part 3)
- 视频: 4.11 The Six A's of Brand Engagement (Part 4)
- 视频: 4.12 The ABCs of Behaviour Change (Part 1)
- 视频: 4.13 The ABCs of Behaviour Change (Part 2)
- 视频: 4.14 The ABCs of Behaviour Change (Part 3)
- 视频: 4.15 The ABCs of Behaviour Change (Part 4)
- Reading: Optional Reading
已评分: Module 4 Quiz
已评分: Module Four: To Do
第 5 周
Brand Metrics & Returns
Welcome to Module 5! In this module, we'll cover the following topics: How brands create value; Why brand valuation is not the same as the value brands create; How to design a strategic and cross-functional brand dashboard. As well as the lecture videos, you will also be learning through interviews with David Haigh, CEO of Brand Finance. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment which asks you to reflect on your learning throughout the course.
10 视频, 1 阅读材料
- 视频: 5.2 Brand health: The traditional approach
- 视频: 5.3 Internal brand health
- 视频: 5.4 Customer-based brand equity
- 视频: 5.5 Employee-based brand equity
- 视频: 5.6 Brand Value and Valuation
- 视频: 5.7 Interview with David Haigh, CEO, Brand Finance
- 视频: 5.8 Brand Metrics (Part 1)
- 视频: 5.9 Brand Metrics (Part 2)
- 视频: 5.10 Course Summary
- Reading: Optional Reading
已评分: Module 5 Quiz
已评分: Final Reflection
常见问题解答
运作方式
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制作方
University of London
The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk
London Business School
London Business School was founded in 1964 and joined the University of London in 1965.
London Business School is a leading global business school and is one of the few in the world to have the triple crown accreditation (AACSB, EQUIS, AMBA). The School was ranked the best business school in Europe for three years in a row (2014-2016) by the Financial Times and was ranked second in the world for Business and Management Studies in 2016 by the QS Rankings.
The School offers post-graduate degrees and covers seven subject areas – Accounting, Economics, Finance, Management Science and Operations, Marketing, Organisational Behaviour and Strategy and Entrepreneurship.
评分和审阅
Great course with useful insights. Very well presented and content clear.
Wonderful Course. The art of flow/ structure of this lecture gave a deeper understanding of the subject. I'm very surprised and excited through the course. The course has been very informative and insightful on this going forward on every modules. All the way through the lecture was undeniably so good. Thanks for this course. I hope to put through these principles what i learned in practice.
Great course. Really engaging and knowledgeable professor. Valuable insights that I have taken into my current workplace.
AI
Thank you, in the last video, you said that the course was an inspiration for you, because people from all over the world take part in it. For me, this course was an inspiration for a different view of the brand and another approach to it. I hope that your experience in creating this course was positive and we can count on further classes, which I am looking forward to :) Excellent job and good luck.