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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ロンドン大学（University of London）
ロンドン・ビジネススクール（London Business School）
Brand Management: Aligning Business, Brand and Behaviour
ロンドン大学（University of London）このコースについて
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コース終了後に新しいキャリアをスタートした
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14%
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初級レベル
約17時間で修了
英語
字幕：フランス語, ポルトガル語（ブラジル）, ベトナム語, ロシア語, 英語, スペイン語
習得するスキル
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
受講生の就業成果
44%
コース終了後に新しいキャリアをスタートした
33%
コースが具体的なキャリアアップにつながった
14%
昇給や昇進につながった
共有できる証明書
修了時に証明書を取得
100%オンライン
自分のスケジュールですぐに学習を始めてください。
柔軟性のある期限
スケジュールに従って期限をリセットします。
初級レベル
約17時間で修了
英語
字幕：フランス語, ポルトガル語（ブラジル）, ベトナム語, ロシア語, 英語, スペイン語
提供：
ロンドン大学（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
ロンドン・ビジネススクール（London Business School）
London Business School was founded in 1964 and joined the University of London in 1965.
シラバス - 本コースの学習内容
3時間で修了
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.
3時間で修了
8件のビデオ （合計71分）, 3 学習用教材, 2 個のテスト
8件のビデオ
1.2 Brand identity and brand image12 分
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8 分
1.4 Brand purpose (part 1)8 分
1.5 Brand purpose (part 2)5 分
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9 分
1.7 3E's (part 1)7 分
1.8 3E's (part 2) 10 分
3件の学習用教材
Start Here10 分
Glossary10 分
Optional Reading10 分
1の練習問題
Module 1 Quiz30 分
3時間で修了
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.
3時間で修了
9件のビデオ （合計98分）, 1 学習用教材, 2 個のテスト
9件のビデオ
2.2 Why brand experiences matter (Part 2)10 分
2.3 Digital brand experiences (Part 1)8 分
2.4 Digital brand experiences (Part 2)6 分
2.5 Designing Brand Experiences (Part 1)11 分
2.6 Designing Brand Experiences (Part 2)15 分
2.7 Signature Pricing10 分
2.8 Interview with Huib van Bockel11 分
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10 分
1件の学習用教材
Optional Reading10 分
1の練習問題
Module 2 Quiz30 分
4時間で修了
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.
4時間で修了
13件のビデオ （合計131分）, 1 学習用教材, 2 個のテスト
13件のビデオ
3.2 Connecting the Dots (Part 2)10 分
3.3 From Silos to Synchrony (Part 1)10 分
3.4 From Silos to Synchrony (Part 2)5 分
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13 分
3.6 Aligning the 3Bs at LBS13 分
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13 分
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8 分
3.9 Global Alignment (Part 1)6 分
3.10 Global Alignment (Part 2)9 分
3.11 Interview with Keith Weed (CMO, Unilever)17 分
3.12 Brand Portfolio Management (Part 1)8 分
3.13 Brand Portfolio Management (Part 2)5 分
1件の学習用教材
Optional Extras10 分
1の練習問題
Module 3 Quiz30 分
4時間で修了
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.
4時間で修了
15件のビデオ （合計129分）, 1 学習用教材, 2 個のテスト
15件のビデオ
4.2 Brand Practices (Part 2)3 分
4.3 Brand Practices (Part 3)14 分
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16 分
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11 分
4.6: Interview with Tanya Truman (Lush)8 分
4.7: Interview with Nik Allebon (Lush)9 分
4.8 The Six A's of Brand Engagement (Part 1)5 分
4.9 The Six A's of Brand Engagement (Part 2)10 分
4.10 The Six A's of Brand Engagement (Part 3)5 分
4.11 The Six A's of Brand Engagement (Part 4)5 分
4.12 The ABCs of Behaviour Change (Part 1)8 分
4.13 The ABCs of Behaviour Change (Part 2)6 分
4.14 The ABCs of Behaviour Change (Part 3)6 分
4.15 The ABCs of Behaviour Change (Part 4)4 分
1件の学習用教材
Optional Reading10 分
1の練習問題
Module 4 Quiz30 分
レビュー
BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR からの人気レビュー
SSにより2020年10月22日
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により2020年4月19日
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により2020年4月13日
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.
MPにより2020年8月2日
I will never forget that coat hanger, & all the valuable lessons on Brand Management that I've learnt. The instructor explains each concept beautifully with examples. I absolutely loved this course!
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