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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

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

筛选依据：

1426 - Brand Management: Aligning Business, Brand and Behaviour 的 1450 个评论（共 2,777 个）

创建者 Xolisile P

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Oct 8, 2021

Great lessons, clear explanations from the lecture and practical assignment

创建者 Rida S

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Jul 8, 2021

It was an amazing course. I would recommend it to every business enthusiast

创建者 Andrew Y S L

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May 8, 2021

Prof. Nader is so engaging and lively, love it. Really enjoyed this course.

创建者 Andrew C

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Nov 23, 2020

An excellent course for anyone wanting to learn more about brand management

创建者 Ashen L F

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Sep 11, 2020

Very interesting and good quality course. Thanks for coursera and lectures.

创建者 Tanya P

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Jun 22, 2020

One of the best courses I have taken online. Very engaging and interesting.

创建者 Tanmay G

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May 26, 2020

The assignments and lectures were structured in a proper way.. Lot to learn

创建者 Adebowale A

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Apr 20, 2020

Quite educative course. easy to implement in train others in the work place

创建者 Itzayana V

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Jun 24, 2025

explican los temas de la forma mas sencilla posible, lo recomiendo al 100%

创建者 Gursen c

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Jan 26, 2025

the best course i totally enjoyed every modules and videos so brilliant!!

创建者 Nandita C

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Feb 7, 2023

thanks for teaching and providing such a wonderful experience via learning

创建者 Liam C

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Jun 12, 2022

Very good and impressive course, it definitely improves my working skills.

创建者 Shrabonee P

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Jan 22, 2022

It's a very useful and insightful course. Prof Tavasolli explains so well.

创建者 Giancarlo B

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Sep 21, 2020

Clear and fun way to refresh my knowledge on Branding. Highly recommended.

创建者 ahasan k p

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Jun 28, 2020

it was a great journey professor nadal was awesome. learned a lot from him

创建者 Hitanshu B

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Jun 20, 2020

I had an excellent experience doing this program, thanks Coursera and LBS.

创建者 Mariia S

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Mar 4, 2019

Lot's of insights I've got as well as got practical tools to use in my job

创建者 Reynaldo C

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Feb 21, 2024

Amazing course, materials are perfect and the professor is just wonderful

创建者 Margaret N

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Jan 24, 2023

Very insightful and educational course.Im grateful about the opportunity.

创建者 Clive L

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May 23, 2022

Very informative course and a great foundational work to brand management

创建者 Kesa B

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May 12, 2022

it was a great in depth learning course in understanding brand management

创建者 Lorine T

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Mar 23, 2022

There are no enough column inches to rate this course. It is exceptional!

创建者 Yuichi K

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Sep 24, 2021

I learned a lot of new concepts for brand management through this course.

创建者 Osajele s

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Dec 26, 2020

Great course!!!!!! Excellent teaching skills! I recommend it for everyone

创建者 Marcelo C

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Dec 25, 2020

Very good summary and compendium knowledge about present Brand Management