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

4.9
7,739 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

May 24, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

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!

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401 - Brand Management: Aligning Business, Brand and Behaviour 的 425 个评论(共 2,770 个)

创建者 SAH A

Oct 21, 2020

Excellent course, great tutorials and knowledgeable tutor. He makes the course and learning easy and interesting which keeps the student curious to know what's coming up in the next lesson. The lessons motivates the students to stick to this course.

创建者 Kathryn F

Oct 12, 2020

Challenging and interesting summary of branding. This course is helping me take direct action to my work, bringing alignment across silos. I have a clearer vision of where I need to start making changes, and where I want the organization to end up.

创建者 Stephanie G

Jul 10, 2020

It was a great experience and I definitely learned so much from this! I'm a student and I one hundred percent benefited from joining this course, meaning I explored areas that aren't thought at school. Professor Nader did a fantastic job. So happy!

创建者 Samaneh M

Jun 28, 2025

This course was incredibly valuable for me. The content presented helped me develop a clear and structured way of thinking about branding. It was an exceptional journey with Professor Nader Tavassoli, who was truly outstanding at every touchpoint.

创建者 Chanda T

Apr 14, 2022

In this course, I learned that branding is vital in a business because it will be the face of your organization. Professor Nader Tavassoli is also a fantastic educator; the way he explains topics and gives examples makes it easy for me to keep up.

创建者 João C

May 5, 2021

I'm really tired to write a proper review but my honest opinion is that I would recommend this course to all my colleagues. It's simple but it gives you really good inputs. It helped me a lot and I can't wait to apply all these thoughts into work!

创建者 Shraddha S

Sep 26, 2020

Totally loved everything about the course from the content to the professor and his way of teaching!

Its beautiful for everything was explained with case studies and examples!

Moreover, the assignments were so practical and actually got me thinking!

创建者 Roberto O S

Sep 13, 2019

Excelente material de vídeos y diapositivas del profesor Tavasoli, además su metodología de aprendizaje es muy buena. Escucharmos, vemos, hacemos, debatimos y nos permite implementarlo en nuestros empleos (Enseñamos a otros). he aprendido mucho !

创建者 choi

Mar 31, 2023

im so happy, and thank you very muct to coursera about this courses, bcs im so so cryin abot this im happy rn thank you! love you so much London Business school, thank you for University of London too bcs so pround abt this is course. Thank you<3

创建者 Anjali S

Jun 4, 2021

This has been one of my favourite courses ever. I learnt so much in these 5 weeks. Special thanks to our beloved Professor Nader Tavasolli for being the best. I'll highly recommend this course to every person interested in branding and business.

创建者 Gaurav T

Dec 13, 2020

This course provides an excellent learning material to understand branding and ways to easily implement it. Course contains easy frameworks that can readily translate ideas into action. As a start-up co-founder, I found this course really useful.

创建者 Bharat K S

Aug 4, 2020

One of the best MOOCs I have done. Professor Nader Tavassoli was great, his style of content delivery is simple and perfect for my understanding. I hope to enroll in more of his courses in the future, hope he does more. A great overall experience

创建者 Carlos G

Jul 4, 2023

Excellent!

I strongly recommend it because it is very clear, very practical and very well explained by Professor Nader Tavassoli. Suitable for those starting out in brand management or those who have been around for a long time. I learned a lot.

创建者 Bhavika A

May 11, 2022

I thoroughly enjoyed the course and learning about how multi-faceted branding is. As a branding professional, I originally didn't think it would be very eye-opening, but I was wrong! The instructor explained concepts well, and was very likeable.

创建者 Sandu F

Dec 22, 2021

It is a course that should be taken by all who are interested in branding. Professor Nader Tavassoli is charismatic, systematic and has elements of originality. Anyone taking this course can be enriched with an extraordinary learning experience.

创建者 Sven M

Apr 29, 2020

Very good course. The content is organized correctly and the lectures are quite interesting. One of the good things of the course was the interviews about each week's themes. I think this is a way of seeing how all the theory applies to reality.

创建者 Paulo P

Apr 18, 2024

One of the best classes I ever took. The teacher was awesome, they way he spoke was very easy to understand and the examples given perfect. I'm indeed going to look up more courses in this field and I hope to stumble on this high quality again.

创建者 Thaís C

Oct 6, 2021

Very good indeed! The teacher is amazing and didactic! In the first class I already went to see if he had social networks for me to follow! The course content is very rich and I certainly recommend it for everyone in the business area to do it!

创建者 Emily A

Sep 23, 2020

I highly enjoyed this course. All the material was easy to follow and insightful. Very applicable to multiple aspects of business operations and communications. I anticipate applying much of this to how I strategize and engage during my career.

创建者 Moises

Jun 22, 2020

Congratulations on the brand course, it is a very important complement to learn more about the brand from the internal and external perspective of a company. I hope I can continue doing more courses on different points of interest in marketing.

创建者 Barbara M A

May 22, 2020

This was my first online course here in Coursera, and I had to thank you to Professor Nader Tavassoli for create this MOOC to everyone who has the energy to keep learning. I learning so much about this course and I have to say thanks very much.

创建者 Waqar H

Jan 14, 2019

Coursera opened ways for me to learn from one of the best business teacher in the world, that too sitting in my room. I learned so many things in the course. It also opened new ways for me to look at brands with a totally different perspective.

创建者 mahsa d

Mar 26, 2022

very well designed for beginners of branding, brand management and brand positioning. i liked the examples used to describe branding in real market . even internal branding was included and has been noted that has a great impact on the brand .

创建者 JG

Nov 15, 2021

Cuando el objetivo central de las marcas, son las Personas, nada puede ir mal en este curso. El profesor ha tenido grandes entrevistas y también geniales experiencias personales reales y eso hacen a este curso genial! Gracias por el contenido!

创建者 Ana M C D

May 18, 2025

Excelente contenido y muy completo, abarca temas muy importantes y que suelen pasar desapersividos cuando se habla o se piensa en la gestion de marca. La experiencia profesional y academica del maestro Nader Tavassoli lo hace aun mas valioso.