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.
提供方
伦敦大学
伦敦商学院
品牌管理：协调经营、品牌和行为
伦敦大学课程信息
645,005 次近期查看
学生职业成果
45%
完成这些课程后已开始新的职业生涯
46%
通过此课程获得实实在在的工作福利
24%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为17 小时
英语（English）
字幕：法语（French）, 巴西葡萄牙语, 越南语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
您将获得的技能
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
学生职业成果
45%
完成这些课程后已开始新的职业生涯
46%
通过此课程获得实实在在的工作福利
24%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为17 小时
英语（English）
字幕：法语（French）, 巴西葡萄牙语, 越南语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
提供方
伦敦大学
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
伦敦商学院
London Business School was founded in 1964 and joined the University of London in 1965.
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 小时
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.
完成时间为 3 小时
8 个视频 （总计 71 分钟）, 3 个阅读材料, 2 个测验
8 个视频
1.2 Brand identity and brand image12分钟
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8分钟
1.4 Brand purpose (part 1)8分钟
1.5 Brand purpose (part 2)5分钟
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9分钟
1.7 3E's (part 1)7分钟
1.8 3E's (part 2) 10分钟
3 个阅读材料
Start Here10分钟
Glossary10分钟
Optional Reading10分钟
1 个练习
Module 1 Quiz30分钟
完成时间为 3 小时
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.
完成时间为 3 小时
9 个视频 （总计 98 分钟）, 1 个阅读材料, 2 个测验
9 个视频
2.2 Why brand experiences matter (Part 2)10分钟
2.3 Digital brand experiences (Part 1)8分钟
2.4 Digital brand experiences (Part 2)6分钟
2.5 Designing Brand Experiences (Part 1)11分钟
2.6 Designing Brand Experiences (Part 2)15分钟
2.7 Signature Pricing10分钟
2.8 Interview with Huib van Bockel11分钟
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10分钟
1 个阅读材料
Optional Reading10分钟
1 个练习
Module 2 Quiz30分钟
完成时间为 4 小时
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.
完成时间为 4 小时
13 个视频 （总计 131 分钟）, 1 个阅读材料, 2 个测验
13 个视频
3.2 Connecting the Dots (Part 2)10分钟
3.3 From Silos to Synchrony (Part 1)10分钟
3.4 From Silos to Synchrony (Part 2)5分钟
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13分钟
3.6 Aligning the 3Bs at LBS13分钟
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13分钟
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8分钟
3.9 Global Alignment (Part 1)6分钟
3.10 Global Alignment (Part 2)9分钟
3.11 Interview with Keith Weed (CMO, Unilever)17分钟
3.12 Brand Portfolio Management (Part 1)8分钟
3.13 Brand Portfolio Management (Part 2)5分钟
1 个阅读材料
Optional Extras10分钟
1 个练习
Module 3 Quiz30分钟
完成时间为 4 小时
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.
完成时间为 4 小时
15 个视频 （总计 129 分钟）, 1 个阅读材料, 2 个测验
15 个视频
4.2 Brand Practices (Part 2)3分钟
4.3 Brand Practices (Part 3)14分钟
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16分钟
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11分钟
4.6: Interview with Tanya Truman (Lush)8分钟
4.7: Interview with Nik Allebon (Lush)9分钟
4.8 The Six A's of Brand Engagement (Part 1)5分钟
4.9 The Six A's of Brand Engagement (Part 2)10分钟
4.10 The Six A's of Brand Engagement (Part 3)5分钟
4.11 The Six A's of Brand Engagement (Part 4)5分钟
4.12 The ABCs of Behaviour Change (Part 1)8分钟
4.13 The ABCs of Behaviour Change (Part 2)6分钟
4.14 The ABCs of Behaviour Change (Part 3)6分钟
4.15 The ABCs of Behaviour Change (Part 4)4分钟
1 个阅读材料
Optional Reading10分钟
1 个练习
Module 4 Quiz30分钟
审阅
来自品牌管理：协调经营、品牌和行为的热门评论
由 SS 提供Apr 19, 2020
Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!
由 PG 提供Apr 13, 2020
well researched and well compiled topics. I would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.
由 SD 提供May 31, 2020
I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management. Thanks once again!
由 AV 提供May 12, 2020
thanks, the concept suggested are very crisp and clear. easy to understand and implement in our business and profession. the example shared were also very relevant and eye opener.\n\nThanks Again
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