Об этом курсе
4.9
75 ratings
24 reviews
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.”...
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Beginner Level

Начальный уровень

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Предполагаемая нагрузка: 5 hours/week

Прибл. 24 ч. на завершение
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English

Субтитры: English

Приобретаемые навыки

Brand ManagementBrand IdentityBrand MarketingCorporate Branding
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Beginner Level

Начальный уровень

Clock

Предполагаемая нагрузка: 5 hours/week

Прибл. 24 ч. на завершение
Comment Dots

English

Субтитры: English

Программа курса: что вы изучите

1

Раздел
Clock
4 ч. на завершение

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....
Reading
8 видео (всего 71 мин.), 3 материалов для самостоятельного изучения, 2 тестов
Video8 видео
1.2 Brand identity and brand image12мин
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8мин
1.4 Brand purpose (part 1)8мин
1.5 Brand purpose (part 2)5мин
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9мин
1.7 3E's (part 1)7мин
1.8 3E's (part 2) 10мин
Reading3 материала для самостоятельного изучения
Start Here10мин
Glossary10мин
Optional Reading10мин
Quiz1 практическое упражнение
Module 1 Quiz14мин

2

Раздел
Clock
4 ч. на завершение

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. ...
Reading
9 видео (всего 98 мин.), 1 материал для самостоятельного изучения, 2 тестов
Video9 видео
2.2 Why brand experiences matter (Part 2)10мин
2.3 Digital brand experiences (Part 1)8мин
2.4 Digital brand experiences (Part 2)6мин
2.5 Designing Brand Experiences (Part 1)11мин
2.6 Designing Brand Experiences (Part 2)15мин
2.7 Signature Pricing10мин
2.8 Interview with Huib van Bockel11мин
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10мин
Reading1 материал для самостоятельного изучения
Optional Reading10мин
Quiz1 практическое упражнение
Module 2 Quiz12мин

3

Раздел
Clock
5 ч. на завершение

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....
Reading
13 видео (всего 131 мин.), 1 материал для самостоятельного изучения, 2 тестов
Video13 видео
3.2 Connecting the Dots (Part 2)10мин
3.3 From Silos to Synchrony (Part 1)10мин
3.4 From Silos to Synchrony (Part 2)5мин
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13мин
3.6 Aligning the 3Bs at LBS13мин
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13мин
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8мин
3.9 Global Alignment (Part 1)6мин
3.10 Global Alignment (Part 2)9мин
3.11 Interview with Keith Weed (CMO, Unilever)17мин
3.12 Brand Portfolio Management (Part 1)8мин
3.13 Brand Portfolio Management (Part 2)5мин
Reading1 материал для самостоятельного изучения
Optional Extras10мин
Quiz1 практическое упражнение
Module 3 Quiz14мин

4

Раздел
Clock
4 ч. на завершение

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. ...
Reading
15 видео (всего 129 мин.), 1 материал для самостоятельного изучения, 2 тестов
Video15 видео
4.2 Brand Practices (Part 2)3мин
4.3 Brand Practices (Part 3)14мин
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16мин
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11мин
4.6: Interview with Tanya Truman (Lush)8мин
4.7: Interview with Nik Allebon (Lush)9мин
4.8 The Six A's of Brand Engagement (Part 1)5мин
4.9 The Six A's of Brand Engagement (Part 2)10мин
4.10 The Six A's of Brand Engagement (Part 3)5мин
4.11 The Six A's of Brand Engagement (Part 4)5мин
4.12 The ABCs of Behaviour Change (Part 1)8мин
4.13 The ABCs of Behaviour Change (Part 2)6мин
4.14 The ABCs of Behaviour Change (Part 3)6мин
4.15 The ABCs of Behaviour Change (Part 4)4мин
Reading1 материал для самостоятельного изучения
Optional Reading10мин
Quiz1 практическое упражнение
Module 4 Quiz10мин
4.9

Лучшие рецензии

автор: CRMar 22nd 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.

автор: MAJun 15th 2018

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

Преподаватель

Nader Tavassoli

Professor of Marketing
London Business School

О University of London

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...

О London Business School

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. ...

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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