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.
oferecido por
Universidade de Londres
London Business School
Gerenciamento de marca: alinhando empresas, marca e comportamento
Universidade de LondresInformações sobre o curso
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Resultados de carreira do aprendiz
30%
comecei uma nova carreira após concluir estes cursos
27%
consegui um benefício significativo de carreira com este curso
14%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 17 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
Habilidades que você terá
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
Resultados de carreira do aprendiz
30%
comecei uma nova carreira após concluir estes cursos
27%
consegui um benefício significativo de carreira com este curso
14%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 17 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
oferecido por
Universidade de Londres
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
London Business School
London Business School was founded in 1964 and joined the University of London in 1965.
Programa - O que você aprenderá com este curso
3 horas para concluir
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 horas para concluir
8 vídeos (Total 71 mín.), 3 leituras, 2 testes
8 videos
1.1 Introduction7min
1.2 Brand identity and brand image12min
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8min
1.4 Brand purpose (part 1)8min
1.5 Brand purpose (part 2)5min
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9min
1.7 3E's (part 1)7min
1.8 3E's (part 2) 10min
3 leituras
Start Here10min
Glossary10min
Optional Reading10min
1 exercício prático
Module 1 Quiz30min
3 horas para concluir
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 horas para concluir
9 vídeos (Total 98 mín.), 1 leitura, 2 testes
9 videos
2.2 Why brand experiences matter (Part 2)10min
2.3 Digital brand experiences (Part 1)8min
2.4 Digital brand experiences (Part 2)6min
2.5 Designing Brand Experiences (Part 1)11min
2.6 Designing Brand Experiences (Part 2)15min
2.7 Signature Pricing10min
2.8 Interview with Huib van Bockel11min
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10min
1 leituras
Optional Reading10min
1 exercício prático
Module 2 Quiz30min
4 horas para concluir
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 horas para concluir
13 vídeos (Total 131 mín.), 1 leitura, 2 testes
13 videos
3.2 Connecting the Dots (Part 2)10min
3.3 From Silos to Synchrony (Part 1)10min
3.4 From Silos to Synchrony (Part 2)5min
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13min
3.6 Aligning the 3Bs at LBS13min
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13min
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8min
3.9 Global Alignment (Part 1)6min
3.10 Global Alignment (Part 2)9min
3.11 Interview with Keith Weed (CMO, Unilever)17min
3.12 Brand Portfolio Management (Part 1)8min
3.13 Brand Portfolio Management (Part 2)5min
1 leituras
Optional Extras10min
1 exercício prático
Module 3 Quiz30min
4 horas para concluir
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 horas para concluir
15 vídeos (Total 129 mín.), 1 leitura, 2 testes
15 videos
4.2 Brand Practices (Part 2)3min
4.3 Brand Practices (Part 3)14min
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16min
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11min
4.6: Interview with Tanya Truman (Lush)8min
4.7: Interview with Nik Allebon (Lush)9min
4.8 The Six A's of Brand Engagement (Part 1)5min
4.9 The Six A's of Brand Engagement (Part 2)10min
4.10 The Six A's of Brand Engagement (Part 3)5min
4.11 The Six A's of Brand Engagement (Part 4)5min
4.12 The ABCs of Behaviour Change (Part 1)8min
4.13 The ABCs of Behaviour Change (Part 2)6min
4.14 The ABCs of Behaviour Change (Part 3)6min
4.15 The ABCs of Behaviour Change (Part 4)4min
1 leituras
Optional Reading10min
1 exercício prático
Module 4 Quiz30min
Avaliações
Principais avaliações do GERENCIAMENTO DE MARCA: ALINHANDO EMPRESAS, MARCA E COMPORTAMENTO
por SS22 de Out de 2020
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.
por SS19 de Abr de 2020
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!
por NS10 de Jan de 2021
Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process. Very insightful. I thoroughly enjoyed it and learnt a lot. Thank you so much!
por PG13 de Abr de 2020
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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