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
156,092 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
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
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初级
完成时间大约为25 小时
英语（English）
字幕：英语（English）
教学大纲 - 您将从这门课程中学到什么
完成时间为 4 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 4 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 Quiz14分钟
完成时间为 4 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 4 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 Quiz12分钟
完成时间为 5 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 5 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 Quiz14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 Quiz10分钟
审阅
4.9
来自品牌管理：协调经营、品牌和行为的热门评论
由 SG 提供Nov 3, 2019
If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better
由 RA 提供Aug 24, 2019
Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.
由 MM 提供Mar 13, 2020
I really liked the content and the examples provided during the lectures. The best part was the industry interview element. They actually told us how these theories are implemented in practice.
由 DO 提供Feb 3, 2019
Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.
由 CH 提供Feb 10, 2019
Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.
由 GH 提供Sep 25, 2019
In one word, the course was "AWESOME"\n\nI would like to extend my gratitude and regards to Prof Nader Tavassoli for a wonderful course led by examples, cases and interviews.
由 RA 提供May 1, 2019
The great course really impressed my teaching skills of the instructor. The in-depth understanding of brands . Finally, to sum up, the course was great customer experience.
由 MB 提供Aug 25, 2019
MOOC is completely relatable to real-time examples and interviews. This course is a great value addition to those who aspire to know the basic essence of brand management.
由 SC 提供Jul 9, 2019
This course has taught me so many valuable things about Brand Management, highly recommended and great job Professor in keeping the videos short engaging and effortless.
由 AD 提供May 21, 2019
Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.
由 CR 提供Mar 21, 2018
This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.
由 MA 提供Jun 14, 2018
Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.
由 KS 提供Aug 17, 2018
A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum
由 IG 提供Oct 15, 2019
There were innumerable errors, typos in the transcripts of all the modules throughout the course. I don't think that is acceptable of a platform like Coursera.
由 AA 提供Oct 21, 2019
Very interesting course. Some of the quizzes didn't seem well aligned with the content of the individual modules. Overall very good/insightful course.
由 CI 提供Jan 29, 2020
this course was very insightful and has made me more aware on how to manage a brand. recommend this course for all brand and product marketing experts
由 CB 提供Sep 3, 2019
Such a great professor and interesting, well-designed certificate! Fantastic interviews and case studies to keep the course interactive! Thank you!
由 RG 提供Dec 11, 2019
This course is fantastic, it clearly brings out concepts of brand management and a brand promise can be delivered.\n\nVery well structured course.
由 MM 提供Jul 28, 2018
This course is very helpful if you want to understand the basics of the topic. Using relevant examples and cases really helped drive the content.
由 RB 提供Jan 5, 2020
Absolutely amazing course. Please add some example problems in the last section, so that students can actually calculate some brand metrics.
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.
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