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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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901 - Brand Management: Aligning Business, Brand and Behaviour 的 925 个评论(共 2,770 个)

创建者 Ben V

Nov 29, 2020

Very enthusiastic presentation and very good content. Also the interviews with experts gives the course an interesting experience.

创建者 Khanyisile N

Sep 6, 2020

the course was very informative and the videos were clear and made it enjoyable and kind of easy to go through with all the modules

创建者 PALLAVIT R

Jul 23, 2020

Great course. Professor Nader Tavassoli is a great instructor who understands the psychological and intellectual aspects of branding

创建者 Bianca M S C

Jul 2, 2020

It is an extraordinary course, a modern Brand Management point of view I really enjoy it, I am waiting for another marketing course.

创建者 Gabriella S

May 31, 2020

Great MOOC, I have enjoyed learning new ideas of brand management. Thank you Professor for this very interesting and engaging course

创建者 Priyank G

Apr 8, 2020

Truly, I have become a fan of Prof. Nader Tavassoli. I wish I could meet him personally and learn more things happening around from.

创建者 Agus T

Apr 5, 2019

Thank you so very much for making this course available for me to take online. I learned a great deal and the course is informative.

创建者 Galani M

Feb 13, 2021

The course was exquisite and I want to thank Profs. Nader Tavassoli for all that taught me in a comprehensive and constructive way.

创建者 Mahajan S

Oct 4, 2020

The course content is great. Some of MOOCs are extensive, hence you might need to put in more hours to complete the course in time.

创建者 Disha P

Jul 22, 2020

Great course, learnt some amazing concepts of Brand management which was previously unknown to me. It was a great learning journey.

创建者 Accurate F

Jun 12, 2020

The course gives a good insight of the brand management aspects andthe inclusion of the interviews adds to the quality of the MOOC.

创建者 Nardely M

May 22, 2020

It was an excellent course, I liked so much the methodology It was so understandable and clear. It makes me love more the marketing

创建者 Gurmehar S

Dec 7, 2019

The modules in the course are well thought out and cover nearly everything one needs to expand their knowledge of brand management.

创建者 Shouryadripta S

Mar 9, 2024

What an amazing and fulfilling course. The Professor is especially fantastic with his clear and unique concepts! Thanks Professor!

创建者 David A

Feb 24, 2023

I may revise this, but I noticed a deadline approaching, and decided to dig into the course instead of moving onto something else.

创建者 Declan K

Jul 30, 2021

Absolutley loved the course, very informative and very charismatic facilliatator. Will definitely reccomend this to my colleagues.

创建者 Hadj-Henni

May 25, 2021

Excellent course, and excellent Professor! easy to understand, explanation and examples are clear and interviews very interesting.

创建者 Matthew R

May 20, 2020

The professor was able to articulate his concepts on branding extremely well and it was enjoyable. I highly recommend this course.

创建者 RANA D

Nov 3, 2019

I think this course is quite effective to understand brand management and behaviour. There are lots of sample to understand better

创建者 Emmanuel M

Apr 24, 2018

This course changes the way that I view branding. It make me realize the need to put more effort into establishing a better brand.

创建者 赵新杰

Feb 28, 2023

Both theories and cases have taught me a lot, and made me understand how to build a high-quality brand points out a new direction

创建者 Оксана Ч

Sep 7, 2021

Отличная помощь в решении многих задач, связанных с брендом компании. Я в восторге от обучения, большое спасибо Надеру Тавассоли!

创建者 Thashan D P

Aug 8, 2021

This is a very informative course! The lecturer Mr. Nader Tavassoli explains the concepts in a way that anybody could understand!

创建者 GABRIELLE C O C

Jun 5, 2020

Highly recommend. You will learn and gain the tools to shift your view towards a much deeper understanding of successful branding

创建者 Rakeshkumar P

May 1, 2020

In depth knowledge of Branding is given in this course. If you are from marketing background than you should opt for this course.