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返回到 Brand Management: Aligning Business, Brand and Behaviour

学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

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7,786 个评分

课程概述

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.”...

热门审阅

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

RA

Aug 24, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

筛选依据：

2151 - Brand Management: Aligning Business, Brand and Behaviour 的 2175 个评论（共 2,777 个）

创建者 Swarnalakshmi

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Aug 23, 2020

Wonderful to adopt !

创建者 Dive A B

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Aug 4, 2020

Professor is great !

创建者 Jaime A M B

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Oct 28, 2019

Totally Recommended!

创建者 Juan F V

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Sep 26, 2018

great course so far,

创建者 Mei S

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Sep 12, 2023

Sangat bagus sekali

创建者 Ko Y

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Aug 18, 2022

great course per se

创建者 Nurlaila I P

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Aug 16, 2022

good for a beginner

创建者 Khyati M

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Jun 29, 2021

very well organised

创建者 Paula B

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May 28, 2021

Its amazing course.

创建者 ELIAS P N

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Feb 11, 2021

Thank you Coursera!

创建者 Narumol K

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Dec 10, 2020

Easy understanding,

创建者 Olesea C

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Jun 16, 2020

Excellent course!!!

创建者 mariela p

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Jun 10, 2020

Really interesting!

创建者 Daniel B

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Apr 24, 2020

Great experience!!!

创建者 Jonathan W

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Apr 8, 2020

Very clear delivery

创建者 Mg T K

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May 9, 2019

I LIKE EXCELLENT...

创建者 Amna A

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Nov 20, 2018

Very understandable

创建者 Julia F d S L

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Jul 15, 2025

Muito aprendizado.

创建者 Beatriz M d S

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Dec 30, 2023

Excellent content!

创建者 Kurt L B

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Aug 4, 2023

loving this course

创建者 Mekala K N 1

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Jul 20, 2023

Very useful course

创建者 Mursaleen S K

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Oct 26, 2022

Very useful course

创建者 tauheed b m

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Sep 21, 2022

Fantastic Course!

创建者 Just W T L E

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Jul 18, 2022

i had a great time

创建者 It's B

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Jan 18, 2022

such a nice course