Chevron Left
Zurück zu Brand Management: Aligning Business, Brand and Behaviour

Bewertung und Feedback des Lernenden für Brand Management: Aligning Business, Brand and Behaviour von University of London

6,335 Bewertungen

Über den Kurs

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.”...



16. März 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!


19. Apr. 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!

Filtern nach:

2201 - 2225 von 2,333 Bewertungen für Brand Management: Aligning Business, Brand and Behaviour

von Jana K

21. Apr. 2022

von Ofentse N

13. Feb. 2021

von Nikita A

30. Sep. 2020

von Mantu L

20. Aug. 2021

von Kevin O

4. Nov. 2021

von Kevin B F

12. Juli 2020

von Patricia G N

7. Juli 2020

von Mari G F L

18. Mai 2021

von Rajesh S

26. Dez. 2020

von Leonardo F

15. Juli 2021

von Rick K

24. Sep. 2020

von Anna H A

22. Okt. 2019

von Charlotte

30. Apr. 2020

von 李倩芸

14. Mai 2022

von Vessels C S

8. Dez. 2021

von Vanshika D P

4. Jan. 2021

von Anne N A A

20. Okt. 2020

von Qout A A

12. Nov. 2020

von Венера Б

24. Feb. 2020

von Rohan K

21. Apr. 2020

von Wael G

29. Sep. 2021

von Rafif J N

19. Sep. 2020

von Tuesday D

31. Aug. 2020

von Edmond M

29. Okt. 2021

von Gokul G

13. Aug. 2020