課程信息
4.9
151 個評分
62 個審閱
100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
初級

初級

完成時間(小時)

完成時間大約為24 小時

建議:6 hours/week...
可選語言

英語(English)

字幕:英語(English)

您將獲得的技能

Corporate BrandingBrand MarketingBrand ManagementBrand Identity
100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
初級

初級

完成時間(小時)

完成時間大約為24 小時

建議:6 hours/week...
可選語言

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
完成時間為 4 小時

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 個視頻 (總計 71 分鐘), 3 個閱讀材料, 2 個測驗
Video8 個視頻
1.2 Brand identity and brand image12分鐘
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8分鐘
1.4 Brand purpose (part 1)8分鐘
1.5 Brand purpose (part 2)5分鐘
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9分鐘
1.7 3E's (part 1)7分鐘
1.8 3E's (part 2) 10分鐘
Reading3 個閱讀材料
Start Here10分鐘
Glossary10分鐘
Optional Reading10分鐘
Quiz1 個練習
Module 1 Quiz14分鐘
2
完成時間(小時)
完成時間為 4 小時

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 個視頻 (總計 98 分鐘), 1 個閱讀材料, 2 個測驗
Video9 個視頻
2.2 Why brand experiences matter (Part 2)10分鐘
2.3 Digital brand experiences (Part 1)8分鐘
2.4 Digital brand experiences (Part 2)6分鐘
2.5 Designing Brand Experiences (Part 1)11分鐘
2.6 Designing Brand Experiences (Part 2)15分鐘
2.7 Signature Pricing10分鐘
2.8 Interview with Huib van Bockel11分鐘
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10分鐘
Reading1 個閱讀材料
Optional Reading10分鐘
Quiz1 個練習
Module 2 Quiz12分鐘
3
完成時間(小時)
完成時間為 5 小時

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 個視頻 (總計 131 分鐘), 1 個閱讀材料, 2 個測驗
Video13 個視頻
3.2 Connecting the Dots (Part 2)10分鐘
3.3 From Silos to Synchrony (Part 1)10分鐘
3.4 From Silos to Synchrony (Part 2)5分鐘
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13分鐘
3.6 Aligning the 3Bs at LBS13分鐘
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13分鐘
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8分鐘
3.9 Global Alignment (Part 1)6分鐘
3.10 Global Alignment (Part 2)9分鐘
3.11 Interview with Keith Weed (CMO, Unilever)17分鐘
3.12 Brand Portfolio Management (Part 1)8分鐘
3.13 Brand Portfolio Management (Part 2)5分鐘
Reading1 個閱讀材料
Optional Extras10分鐘
Quiz1 個練習
Module 3 Quiz14分鐘
4
完成時間(小時)
完成時間為 4 小時

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 個視頻 (總計 129 分鐘), 1 個閱讀材料, 2 個測驗
Video15 個視頻
4.2 Brand Practices (Part 2)3分鐘
4.3 Brand Practices (Part 3)14分鐘
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16分鐘
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11分鐘
4.6: Interview with Tanya Truman (Lush)8分鐘
4.7: Interview with Nik Allebon (Lush)9分鐘
4.8 The Six A's of Brand Engagement (Part 1)5分鐘
4.9 The Six A's of Brand Engagement (Part 2)10分鐘
4.10 The Six A's of Brand Engagement (Part 3)5分鐘
4.11 The Six A's of Brand Engagement (Part 4)5分鐘
4.12 The ABCs of Behaviour Change (Part 1)8分鐘
4.13 The ABCs of Behaviour Change (Part 2)6分鐘
4.14 The ABCs of Behaviour Change (Part 3)6分鐘
4.15 The ABCs of Behaviour Change (Part 4)4分鐘
Reading1 個閱讀材料
Optional Reading10分鐘
Quiz1 個練習
Module 4 Quiz10分鐘
4.9
62 個審閱Chevron Right
職業方向

67%

完成這些課程後已開始新的職業生涯
工作福利

67%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 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.

創建者 KSAug 18th 2018

A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum

講師

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

關於 伦敦大学

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...

關於 伦敦商学院

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. ...

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