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.
Brand Management: Aligning Business, Brand and Behaviour
제공자:
런던 대학교
런던 경영대학원
Brand Management: Aligning Business, Brand and Behaviour
런던 대학교
About this Course
최근 조회 182,307회
학습자 경력 결과
45%
이 강좌를 수료한 후 새로운 경력 시작하기
46%
이 강좌를 통해 확실한 경력상 이점 얻기
24%
급여 인상 또는 승진하기
귀하가 습득할 기술
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
학습자 경력 결과
45%
이 강좌를 수료한 후 새로운 경력 시작하기
46%
이 강좌를 통해 확실한 경력상 이점 얻기
24%
급여 인상 또는 승진하기
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
유동적 마감일
일정에 따라 마감일을 재설정합니다.
초급 단계
완료하는 데 약 25시간 필요
영어
자막: 영어
강의 계획 - 이 강좌에서 배울 내용
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
8개 동영상 (총 71분), 3 readings, 2 quizzes
8개의 동영상
1.2 Brand identity and brand image12m
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8m
1.4 Brand purpose (part 1)8m
1.5 Brand purpose (part 2)5m
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9m
1.7 3E's (part 1)7m
1.8 3E's (part 2) 10m
3개의 읽기 자료
Start Here10m
Glossary10m
Optional Reading10m
1개 연습문제
Module 1 Quiz14m
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
9개 동영상 (총 98분), 1 reading, 2 quizzes
9개의 동영상
2.2 Why brand experiences matter (Part 2)10m
2.3 Digital brand experiences (Part 1)8m
2.4 Digital brand experiences (Part 2)6m
2.5 Designing Brand Experiences (Part 1)11m
2.6 Designing Brand Experiences (Part 2)15m
2.7 Signature Pricing10m
2.8 Interview with Huib van Bockel11m
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10m
1개의 읽기 자료
Optional Reading10m
1개 연습문제
Module 2 Quiz12m
완료하는 데 5시간 필요
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.
완료하는 데 5시간 필요
13개 동영상 (총 131분), 1 reading, 2 quizzes
13개의 동영상
3.2 Connecting the Dots (Part 2)10m
3.3 From Silos to Synchrony (Part 1)10m
3.4 From Silos to Synchrony (Part 2)5m
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13m
3.6 Aligning the 3Bs at LBS13m
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13m
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8m
3.9 Global Alignment (Part 1)6m
3.10 Global Alignment (Part 2)9m
3.11 Interview with Keith Weed (CMO, Unilever)17m
3.12 Brand Portfolio Management (Part 1)8m
3.13 Brand Portfolio Management (Part 2)5m
1개의 읽기 자료
Optional Extras10m
1개 연습문제
Module 3 Quiz14m
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
15개 동영상 (총 129분), 1 reading, 2 quizzes
15개의 동영상
4.2 Brand Practices (Part 2)3m
4.3 Brand Practices (Part 3)14m
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16m
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11m
4.6: Interview with Tanya Truman (Lush)8m
4.7: Interview with Nik Allebon (Lush)9m
4.8 The Six A's of Brand Engagement (Part 1)5m
4.9 The Six A's of Brand Engagement (Part 2)10m
4.10 The Six A's of Brand Engagement (Part 3)5m
4.11 The Six A's of Brand Engagement (Part 4)5m
4.12 The ABCs of Behaviour Change (Part 1)8m
4.13 The ABCs of Behaviour Change (Part 2)6m
4.14 The ABCs of Behaviour Change (Part 3)6m
4.15 The ABCs of Behaviour Change (Part 4)4m
1개의 읽기 자료
Optional Reading10m
1개 연습문제
Module 4 Quiz10m
검토
4.9
BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR의 최상위 리뷰
SG 제공Nov 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
RA 제공Aug 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.
MM 제공Mar 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.
JN 제공Mar 28, 2020
This course is great if you feel like your thinking pattern has become complacent. If you are looking for "new" questions to ask this is the course. It has helped free me from my idea block.
DO 제공Feb 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.
CH 제공Feb 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.
GH 제공Sep 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.
RA 제공May 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.
런던 대학교 정보
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
런던 경영대학원 정보
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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