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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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7,742 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：

1801 - Brand Management: Aligning Business, Brand and Behaviour 的 1825 个评论（共 2,770 个）

创建者 Elena F

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Jan 5, 2023

One of my favorite professors. Great course!

创建者 Olivia. T

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Jul 18, 2022

I really loved the delivery. Really engaging

创建者 BERİL U

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Nov 6, 2021

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创建者 Shreyansh C

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Oct 3, 2021

very informative and very innovative technic

创建者 Matthis P

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Jul 19, 2021

very easy to follow, Dr. Tavassoli is great!

创建者 Preen N

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Jun 7, 2021

Very informative. Thank you Nader Tavassoli.

创建者 MANISHA R S

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Jun 23, 2020

amazing course and examples highly recommend

创建者 Miguel A

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May 19, 2020

Many thanks for a very comprehensive course.

创建者 Farzana S

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Apr 12, 2020

I have learned a lot about brand management.

创建者 ASHISH B

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Apr 4, 2020

Very good and informative course on branding

创建者 pratyush g

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May 24, 2019

A fantastic course for budding entrepreneurs

创建者 Kayla S

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May 16, 2019

Great information and wonderful interaction.

创建者 Mariano G

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Sep 18, 2024

Really good way to start on the Brand path!

创建者 Kamalini M

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Sep 7, 2024

Excellent MOOC, insightful and informative!

创建者 AISHWARYA G

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Sep 4, 2022

Very well explained and excellent Professor

创建者 Camila d S S N

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Dec 7, 2021

Excelente curso, eu amei fazer parte disso!

创建者 muskan v

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May 26, 2021

Very Informative Course.You must opt for it

创建者 Ruan B

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Jan 3, 2021

Very insightful and presented innovatively!

创建者 Sivakumar

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Oct 10, 2020

Fantastic! must for Branding professionals.

创建者 Mangesh K

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Sep 18, 2020

Detail about the brand and its way to grow.

创建者 Charuka A

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Sep 4, 2020

Very easy to understand. Highly recommended

创建者 S.M.Imran H

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Aug 9, 2020

Nice Journey with the mentor in this course

创建者 rohit s

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Jun 19, 2020

Professor Nader Tavassoli is simply superb.

创建者 Marcellinno F d C

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May 9, 2020

Such an amazing course! Thank you Coursera!