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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

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.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

筛选依据:

601 - Brand Management: Aligning Business, Brand and Behaviour 的 625 个评论(共 2,770 个)

创建者 Paulo A B P

Jan 27, 2021

A passionate course. It was worth a lot to have done. It changed many preconceived ideas. It was worth the investment. It has many good examples that make the message easy to assimilate.

创建者 Natalia S C M

Sep 9, 2020

I'm a third semester Marketing student and this course really helped me. All of the concepts were very interesting and professor Tavassoli's way of explaining made it easy to understand.

创建者 Maria-Vittoria T (

Apr 17, 2023

Very inspiring and engaging professor. Interesting case studies and an entirely new perspective on my business has jut opend up. Thank you for giving me the opportunity to participate.

创建者 Lauren J

Feb 6, 2022

This course was incredibly insightful and very well organized! Professor Tavassoli was excellent and very concise. His examples and explanations made these concepts very easy to digest.

创建者 Lyn H

Feb 18, 2024

I gained so much from this course and I loved how accessible it was in terms of price and opportunity. My only gripe is that some of the links are broken on the extra reading sections.

创建者 Jocelyne M

Oct 23, 2022

A very comprehensive and educational course, based on experience and practical analyses, away from mere theories. Thank you for this course and for the instructor Mr. Nader Tavassoli.

创建者 William F

Aug 23, 2022

This course was packed full of current information and the instruction led videos and reading were exemplary! Would recommend to anyone looking for well-rounded curriculum on branding.

创建者 PATRICIO E P C

Jan 6, 2021

One of the best courses that I have made tru Coursera. Great teacher with a simple and clear lenguaje to explain all the topics that where treated. I started to follows him in Twitter.

创建者 john a

Jun 28, 2020

this is one of the best courses I have taken on this platform. Nader Tavassoli is a great teacher. I would take more courses on this platform because of my experience with this course

创建者 Coffi F H

Feb 11, 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

创建者 suryakant p

Jan 26, 2022

Good Course. But there is no peer assignment in module three. Because of this my course showing pending. Request to arrange the peer assignment so I can review and complete my course.

创建者 Sherin F

Dec 6, 2020

Thank you, this is really a great experience of online learning. I love how Professor explain and give examples. The quiz and assignment also help me understand more about the lesson.

创建者 Darshika T

Jul 27, 2020

It's a brilliant course. Learning from Professor Nader Tavasolli is one of the learning best experiences of my life. This MOOC is amazing and couldn't be explained in any better way.

创建者 Santosh M

Jul 27, 2020

Highly Informative. Nader was very careful to pick up great examples to bring alive the idea of the modules. Thank you for your guidance and lessons! It was a great one! All the Best

创建者 Shantanu S

Jun 17, 2020

Brilliant understanding of concepts and some amazing interviews of some Great personalities And Professor Nader Tavassoli has made subject look easy with his tactics and fun attitude

创建者 Divya R

Jun 11, 2020

Professor Nader is an excellent professor. The use of various examples and the use of props really made the concepts relatable and understandable easily. Absolutely love this course.

创建者 Alexandros F

Jul 30, 2025

Very good course, with insight on how branding is not only in marketing for customers, but also for employees, employers, operations, and all of the business practices and behaviour

创建者 Daniela A S

May 12, 2025

Excelente curso de parte del Prof. Nader Tavasoli. Su enfoque es diferente y al mismo tiempo tan obvio que revoluciona la forma en que visualizamos una marca y sus comportamientos.

创建者 William C

Oct 3, 2023

I learned so much from this course. However, because there is so much information that I know I'll forget, I downloaded every video to keep with me. Thank you for doing this course.

创建者 Aman A

Mar 31, 2023

A great course taught by a great instructor. It teaches the basic details of brand management and definitely will be very helpful for everyone out there working in corporate sector.

创建者 Sella D

Nov 27, 2021

saya sangat paham dan mengerti belajar disini dan banyak pengalaman dan hal yang saya tidak ketahu, semoga couursera lebih baik dan maju lagi sukses selalalu, thanknyou atas ilmunya

创建者 Agustina R

Oct 26, 2020

Excellent course!! Totally aligned with my job and usefull for my daily work. The professor was incredibly clear and gave us interesting examples which I will never forget. Thanks!!

创建者 Eva S

Jul 6, 2020

I am very thankful for the learnings I´ve got, very useful interviews and wonderful Professor Tavassoli! Just ranking 5 stars! Really teached me to build a healthy brand. Thank you.

创建者 SAMKIT G

Jul 9, 2023

The course material has helped me to connect to the classroom teaching.

Thanks Prof. Nader Tavassoli, your simple and lucid examples made it possible to understand Brand Management.