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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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7,838 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.

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.

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2651 - Brand Management: Aligning Business, Brand and Behaviour 的 2675 个评论（共 2,797 个）

创建者 Sharon B

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Jan 5, 2023

This was a brand new area for me. What stood out to me most was the customers' journey and the value that can be added to that journey.

创建者 Wael G

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Sep 29, 2021

I enjoyed the study and appreciate the effort exempted by Professor Nader Tavassoli providing the material in a very simplified manners

创建者 Rafif J N

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Sep 19, 2020

it's quite difficult but very helpful for built my concept about branding, product, and identity of the behaviour product management

创建者 Tuesday D

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Aug 31, 2020

Nader is very engaging and pleasant to listen, I only feel that the modules could’ve been broken down into fewer, but longer videos

创建者 Eddy M

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Oct 29, 2021

Great insights and case studies. I learned a lot and now more confident in helping many brands get it right with their consumers

创建者 Gokul G

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Aug 13, 2020

The course offers a good amount of knowledge with precise real-life examples. The interviews in the course come with benefit.

创建者 Kaili S

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Apr 25, 2020

Very helpful and I learned a lot. With some professional marketing terms, but everyone can definitely catch up these.

创建者 Lauren M

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Jul 3, 2020

Lots of great information on branding. Up-to-date models and information and very in-touch with the modern consumer.

创建者 KAREENA P

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Jun 4, 2020

really enjoyed the course, especially the examples of real companies and their experiences were very informative.

创建者 Aron A E

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Oct 7, 2020

This course was exceptional. I highly recommend it and encourage its enrollment. You will not be disappointed.

创建者 Pulkita V

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May 13, 2020

The concepts were explained well. Interviews with people working professionals help understand it better.

创建者 Srijeev R

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Nov 30, 2025

Great delivery and clarity. Some parts could be explained a bit better. But Nader is a great teacher

创建者 Adcon S

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Oct 11, 2020

GOOD LEARNING VIDEOS WITH INTERVIEWERS VEDIOS. OVERALL THE QUIZ IS ALSO BASED ON IN DEPTH STUDY

创建者 kay

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Apr 20, 2020

great course. but when going forward all the focus was on employer branding. didn't expact that..

创建者 Sheetal S P

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Jun 4, 2020

A good course for understanding branding from an outside in as well as inside out perspective.

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