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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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7,747 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

SS

Apr 19, 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!

SS

Oct 22, 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.

筛选依据：

2651 - Brand Management: Aligning Business, Brand and Behaviour 的 2675 个评论（共 2,778 个）

创建者 anand k

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Jul 24, 2022

The course is good for people who want to understand more about market research and branding.

创建者 SHASHANK G

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Aug 8, 2020

With the best faculty and thoroughly explained each module with the help of current examples.

创建者 Laura F

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Dec 28, 2024

Great course with a broad range of real-life examples and companies throughout the modules.

创建者 Ayushree S

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Aug 8, 2020

The content was good and the topics were explained in an understandable and relatable way.

创建者 Piyash P

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May 2, 2020

Unfortunately due to the recent turn of events could not catch up. Hope to start soon

创建者 Анастасія Л

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Mar 1, 2021

I think it is a fascinating course and very possible for brand manager and also SEO!

创建者 oluwabunmi A

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Sep 4, 2024

The course is quite detailed has it manages to break down very complex brand parts

创建者 Eitan P

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May 13, 2020

The course is great! actually one of the best that I have encountered on Coursera.

创建者 Jaime S

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Nov 17, 2025

Well presented ideas about branding, could be updated the content seems a bit old

创建者 GORTI K M

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Jul 29, 2020

The concepts were explained very well. A great course for all brand enthusiasts.

创建者 Luke T

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May 17, 2020

Good course to refresh as well as learn new insights and thoughts on Branding

创建者 sanath r

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Sep 10, 2018

very good to get an understanding about brands and how should they be aligned

创建者 Massimo O

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Jun 3, 2020

the course is very well formulated even if the examples should be updated

创建者 Inarat f

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Oct 18, 2024

I really loved the way this course was taught, Kudos to the instructor.

创建者 Vama G

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Jul 21, 2021

Very informative and helpful. The examples and interviews helped a lot.

创建者 Karla A

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Sep 12, 2021

It's a very good refresher for those interested in brand management.

创建者 Madhu S

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Nov 9, 2024

Good course, i enjoyed it and learned quite a lot, thanks for this!!

创建者 Sandeep K y

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Jul 18, 2022

this is really amazing. it's very helpfull to understand about brand

创建者 Corgi K

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Nov 7, 2021

It's a good class I just like the crash course one on youtube better

创建者 sodipo k

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Nov 2, 2022

It is an eye-opener to potentials that are dormant within a brand.

创建者 tommaso r

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Jun 30, 2020

very nicely done, some topics will be very important for everyone

创建者 Muhammad F A

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May 10, 2020

It was amazing in the start but later it became a little boring.

创建者 Howard A

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Aug 8, 2024

It is amazing, the concepts are simplified as well. I recommend

创建者 Neel S

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May 5, 2022

Very good course, recommend watching it in 1.5 playback speed👍