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Brand Management: Aligning Business, Brand and Behaviour, University of London

4.9
129 个评分
53 个审阅

课程信息

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

创建者 CR

Mar 22, 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.

创建者 MA

Jun 15, 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

筛选依据:

53 个审阅

创建者 Mpho Letsoalo

Dec 11, 2018

The lectures and interviews are great! However, the ability to submit late and the poor quality of submissions is disappointing, almost if the course is not taken seriously enough. One should only have 2 chances with the quiz, not several.

创建者 Azra gull

Dec 05, 2018

best course, i learn alot of thing from it

创建者 George Tsinavos

Dec 01, 2018

A very useful guide for branding. Simple and clear

创建者 Boyong Yuan

Dec 01, 2018

Very easy to understand and mind-opening course on the essentials of brand management, I highly recommend this.

创建者 Anusree Saha

Nov 30, 2018

Indeed a great course to delve into the intricacies of BM. Great for someone willing to pursue it as a line of career.

创建者 Manoj Dilhara Leelananda Hewa Thalgasduwage

Nov 26, 2018

Very organized and informative course. All the concepts are very important for, me to draw a good rout map of my prospective carrier.

创建者 Michelle Ochoa

Nov 21, 2018

It was a great video for anyone that wants to understand how brands work and how powerful they can be

创建者 Vusal Safarli

Nov 21, 2018

The best explanation. I recommend this to all

创建者 Manahil Ashfaq Qureshi

Nov 21, 2018

The way this MOOC has been designed by Nader Tassavoli is just commendable. He has included everything that can make this MOOC a complete perfect course full of real life examples, case studies and especially he took time to interview CEOs and brand managers of numerous brands. Thankful to Nader for putting his heart and soul in this MOOC to benefit us all and requesting him to come up with some more MOOCs on Marketing Strategies and other releated topics. Thank you Professor! :) :)

创建者 Amna Ashfaq

Nov 21, 2018

Very understandable