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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
7,742 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

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.

SK

Sep 21, 2021

It was outstanding, as an Iranian, I have been fully satisfied with Mr. Tavassoli's great expertise in his field, I have learned a lot and may the best happens to all those who passed the course!

筛选依据:

726 - Brand Management: Aligning Business, Brand and Behaviour 的 750 个评论(共 2,770 个)

创建者 Abhay S

Feb 8, 2022

It was the best cource for marketing and operation guys. professor gave me the practical real world knowledge that was so important and helpful in my MBA degree.

创建者 Moksh D

Aug 1, 2020

The Professor is an amazing fellow. Made it so simple to understand with all the examples. Assignments could have been better though. Overall a great experience.

创建者 Ramma P

May 28, 2020

A great MOOC by Professor Nader Tavassoli, London Business School. Throughly enjoyed taking a deep dive into this exhaustive Brand Management program. Thank you!

创建者 Akanni O S

May 17, 2020

This was the most interesting experience in I have had on an online course. It was different and interesting at the same time thanks to professor Nader Travasoli

创建者 Mary C A

Jun 15, 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

创建者 Jennifer B A E

Jan 31, 2023

This course is realllllly cumbersome but is definitely worth it. The experience is great as the contents are highly informing. Thank you very much for this one!

创建者 Shubham S

Jan 20, 2023

Professor Nader is awesome. What a clarity of though and so many relevant examples used throughout the course has made this learning an ever lasting experience!

创建者 alireza a

Feb 8, 2022

thanks alot profesor tavasoli and couresea for this courese.I was proud that an Iranian teacher taught me and this course helped me a lot and made me progress.

创建者 Sandeep S

Aug 16, 2021

This course was pretty knowledgeable. it was fun to take the lab simultaneously to apply the knowledge gained by the lecture /videos/Assignment and Test papers.

创建者 mehrnaz k

Apr 18, 2021

I cannot thank Professor Nader Tavassoli enough for this amazing course. I am new to branding and learned a lot from this beneficial course. Highly recommended.

创建者 Jeremy D G

Dec 7, 2020

Yeah this online Coursera is very good and really helped me and I hope I have a chance again when I graduate in my College. Thanks for this wonderful experience

创建者 Azraa M

Aug 24, 2020

What an excellent and well-paced course. Loved the content and the way it was delivered. Great real life examples and interviews. Very insightful and practical!

创建者 Narmin Y

May 31, 2020

This MOOC taught me a lot of valuable things deeply. I want to thank so much to Professor Nader Tavassoli and other members who put effort to create this MOOC.

创建者 Shannon P

Apr 30, 2020

A genuinely interesting and refreshing way of looking at brand management. It has sparked lots of new thoughts and ideas which I’m excited to explore and apply.

创建者 KK S

Aug 17, 2018

A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum

创建者 Divya S

May 13, 2023

Great course. The best part was that the professor explained complex topics with great examples and case studies. It helped me to navigate the concepts easily.

创建者 Olga В

Sep 24, 2021

Enjoyed the course, the materials, the lectures. Thank you Nader Tavassoli. I got so many new ideas for my job. I liked how the tests and tasks were organized.

创建者 Saad R

Jul 2, 2021

Amazing course, Professer Tavassoli really explains each concept clearly, the interviews from key leaders are excellent supplements to the concepts he teaches

创建者 ananya k

Nov 22, 2020

As a beginner with no business background, I found this course extremely helpful and I find it to be the perfect first step into the world of Brand Management.

创建者 Indranil G

Oct 16, 2019

There were innumerable errors, typos in the transcripts of all the modules throughout the course. I don't think that is acceptable of a platform like Coursera.

创建者 Joana M C d S

May 3, 2023

The professor is very dynamic, the examples shown are really interesting. Here we learn a lot about the alignment needed between the 3 B's. I really liked it

创建者 Aditya S

May 2, 2021

This course really helped me to understand how brand management works and the examples taken throughout the MOOC really made it an interesting course to study

创建者 Pawel B

Dec 14, 2020

Well, what score do you expect when the tutor teaches about how to make a positive consumer experience. Really nice course I really feel like I learned a lot.

创建者 Amit S

Jul 13, 2020

Great insights about branding, business and behaviour along with some other important aspects which are generally missed through conventional business models.

创建者 Nicola N

Apr 14, 2020

It will sound awkward, but i got emotional on the last video where the Prof. end the course with a summary of the course and with the greetings! Great course!