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.
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런던 대학교
런던 경영대학원
Brand Management: Aligning Business, Brand and Behaviour
런던 대학교이 강좌에 대하여
최근 조회 324,095회
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가 이 강좌를 수료한 후 새로운 커리어를 시작함
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가 이 강좌를 통해 확실한 경력상 이점을 얻음
유연한 마감일
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지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
초급 단계
완료하는 데 약 17시간 필요
영어
자막: 아랍어, 프랑스어, 포르투갈어 (유럽), 이탈리아어, 베트남어, 독일어, 러시아어, 영어, 스페인어
귀하가 습득할 기술
- Corporate Branding
- Brand Marketing
- Brand Management
- Brand Identity
학습자 경력 결과
20%
가 이 강좌를 수료한 후 새로운 커리어를 시작함
24%
가 이 강좌를 통해 확실한 경력상 이점을 얻음
유연한 마감일
일정에 따라 마감일을 재설정합니다.
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
초급 단계
완료하는 데 약 17시간 필요
영어
자막: 아랍어, 프랑스어, 포르투갈어 (유럽), 이탈리아어, 베트남어, 독일어, 러시아어, 영어, 스페인어
제공자:
런던 대학교
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
London Business School was founded in 1964 and joined the University of London in 1965.
강의 계획표 - 이 강좌에서 배울 내용
완료하는 데 3시간 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 3시간 필요
8개 동영상 (총 71분), 3 개의 읽기 자료, 2 개의 테스트
완료하는 데 3시간 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 3시간 필요
9개 동영상 (총 98분), 1 개의 읽기 자료, 2 개의 테스트
완료하는 데 4시간 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 4시간 필요
13개 동영상 (총 131분), 1 개의 읽기 자료, 2 개의 테스트
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 개의 읽기 자료, 2 개의 테스트
검토
BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR의 최상위 리뷰
SS 제공2020년 10월 22일
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.
SS 제공2020년 4월 19일
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!
AS 제공2021년 3월 16일
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!
PG 제공2020년 4월 13일
well researched and well compiled topics. I would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.
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