Acerca de este Curso
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Nivel principiante

Aprox. 23 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

Habilidades que obtendrás

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Aprox. 23 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
4 horas para completar

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....
8 videos (Total 71 minutos), 3 readings, 2 quizzes
8 videos
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
3 lecturas
Start Here10m
Glossary10m
Optional Reading10m
1 ejercicio de práctica
Module 1 Quiz14m
Semana
2
4 horas para completar

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. ...
9 videos (Total 98 minutos), 1 reading, 2 quizzes
9 videos
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
1 lectura
Optional Reading10m
1 ejercicio de práctica
Module 2 Quiz12m
Semana
3
5 horas para completar

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....
13 videos (Total 131 minutos), 1 reading, 2 quizzes
13 videos
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
1 lectura
Optional Extras10m
1 ejercicio de práctica
Module 3 Quiz14m
Semana
4
4 horas para completar

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. ...
15 videos (Total 129 minutos), 1 reading, 2 quizzes
15 videos
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
1 lectura
Optional Reading10m
1 ejercicio de práctica
Module 4 Quiz10m
Semana
5
4 horas para completar

Brand Metrics & Returns

Welcome to Module 5! In this module, we'll cover the following topics: How brands create value; Why brand valuation is not the same as the value brands create; How to design a strategic and cross-functional brand dashboard. As well as the lecture videos, you will also be learning through interviews with David Haigh, CEO of Brand Finance. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment which asks you to reflect on your learning throughout the course....
10 videos (Total 96 minutos), 1 reading, 2 quizzes
10 videos
5.2 Brand health: The traditional approach15m
5.3 Internal brand health18m
5.4 Customer-based brand equity7m
5.5 Employee-based brand equity7m
5.6 Brand Value and Valuation12m
5.7 Interview with David Haigh, CEO, Brand Finance10m
5.8 Brand Metrics (Part 1)13m
5.9 Brand Metrics (Part 2)4m
5.10 Course Summary5m
1 lectura
Optional Reading10m
1 ejercicio de práctica
Module 5 Quiz12m
4.9
105 revisionesChevron Right

29%

comenzó una nueva carrera después de completar estos cursos

44%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

23%

consiguió un aumento de sueldo o ascenso

Principales revisiones

por DOFeb 4th 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

por CHFeb 11th 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

Instructor

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

Acerca de Universidad 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...

Acerca de 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. ...

Preguntas Frecuentes

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