课程信息
4.9
214 个评分
83 个审阅

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

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初级

完成时间大约为24 小时

建议:5 hours/week...

英语(English)

字幕:英语(English)

您将获得的技能

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

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24 小时

建议:5 hours/week...

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
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....
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
2
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. ...
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
3
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....
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
4
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. ...
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
4.9
83 个审阅Chevron Right

67%

完成这些课程后已开始新的职业生涯

55%

通过此课程获得实实在在的工作福利

20%

加薪或升职

热门审阅

创建者 DOFeb 4th 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.

创建者 XHFeb 11th 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.

讲师

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

关于 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...

关于 伦敦商学院

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. ...

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