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.
제공자:
런던 대학교
런던 경영대학원
Brand Management: Aligning Business, Brand and Behaviour
런던 대학교이 강좌에 대하여
최근 조회 731,037회
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지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
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일정에 따라 마감일을 재설정합니다.
초급 단계
완료하는 데 약 21시간 필요
영어
자막: 영어
귀하가 습득할 기술
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
학습자 경력 결과
45%
가 이 강좌를 수료한 후 새로운 커리어를 시작함
46%
가 이 강좌를 통해 확실한 경력상 이점을 얻음
24%
가 급여 인상 또는 승진 성취
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
유동적 마감일
일정에 따라 마감일을 재설정합니다.
초급 단계
완료하는 데 약 21시간 필요
영어
자막: 영어
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 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 개의 읽기 자료, 2 개의 테스트
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 개의 읽기 자료, 2 개의 테스트
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 개의 읽기 자료, 2 개의 테스트
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 개의 읽기 자료, 2 개의 테스트
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
BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR의 최상위 리뷰
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!
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.
SD 제공2020년 5월 31일
I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management. Thanks once again!
AV 제공2020년 5월 12일
thanks, the concept suggested are very crisp and clear. easy to understand and implement in our business and profession. the example shared were also very relevant and eye opener.\n\nThanks Again
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