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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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976 - Brand Management: Aligning Business, Brand and Behaviour 的 1000 个评论(共 2,770 个)

创建者 LEAL M M C

May 19, 2021

very good content and the professor shared very useful knowledge about the importance of brand, and behaviour of a company

创建者 Ifeoma O

Oct 12, 2020

Superb!!! I have learnt so much ! thanks to the Prof. Nader Tavassoli, who made everything aspect clear and interesting.

创建者 José P B

May 16, 2020

Great course, very useful. And it was very illustrated to have real case interviews with top people!! that is a very plus!

创建者 Phenyo M

Apr 16, 2020

The course is very informative, engaging and challenges how we think about branding and brand alignment. Thank you Nader.

创建者 Hugo S

Nov 19, 2018

Great view on the approach that all companies that want to thrive should take. Easy to understand and really motivational.

创建者 Abshir c

Jun 28, 2024

When i was starting the course i have known less about branding, i have learnt more. Its best course i have ever intended

创建者 Kristine A

Mar 14, 2023

Thanks for this course. It was very interesting and useful for me. I 'll put into the practice the knowledge I learnt.

创建者 Kaifa Y

May 14, 2022

I feel very glad taking this course. I enjoy the course and will love to take more of Marketing and Branding course here.

创建者 Pauline S

Jan 15, 2021

Great course! Really enjoyed hearing Mr. Tavassoli's perspective on the course. Very much recommend following the course.

创建者 HQ-David B

Dec 10, 2020

Great course. Gave me valuable insight into breaking down a brand and methods to incorporate the brand better. Thank you.

创建者 Eliette M

Aug 16, 2020

Amazing content. I appreciated the way it was presented and the tasks design. Prof. Nader met my expectations and beyond.

创建者 Rekha U M

Jul 22, 2020

Thank you for delivering a wonderful MOOC. My humble suggestion is to include more examples from Asian perspective too.

创建者 Punnara P

Jun 6, 2020

I've always wanted to learn more about Brand Management and this course fulfilled my purposed. Nice instructor and VDO !!

创建者 Derryn J

Apr 25, 2018

Great course. Really engaging and knowledgeable professor. Valuable insights that I have taken into my current workplace.

创建者 Victor A

Jul 25, 2023

This course was really insightful. I'm grateful to Professor Tavassoli for sharing this immense knowledge with the world

创建者 Adetoye T

Aug 21, 2021

Wonderful lectures from a great teacher. Thank you Professor, thank you University of London and London Business school.

创建者 Shivam K

Jul 1, 2021

Best course I ever enrolled, well explained and informative. Thank you London Business School and Prof. Nader Tavassoli.

创建者 Elizabeth N

Jan 26, 2021

I learned a lot , it was my first time doing anything related to brand management, I'm happy that I tried something new.

创建者 Win C

Jan 4, 2021

Excellent. Would appreciate having the assignments be graded by an actual TA as well as peers to improve the experience.

创建者 Paramveer S B

Jun 15, 2020

I really liked to be a part of this course and got many information and techniques to understand about Brand Management.

创建者 Muhammad A J

Jun 13, 2020

it was an amazing experience, i learned some new concept from this course, and teacher put his best effort in this MOOC.

创建者 Maxime G

May 10, 2020

I happened to start this MOOC to see what it looked like and got so captivated by Nader that I pursued it until the end.

创建者 Armin J

Apr 2, 2023

This course is way more than just a course. its practical , useful and 100% worth definitely the time you spend for it.

创建者 Ayman G

May 5, 2022

Thanks professor Nader for your perfectly and wonderful Moc, I really enjoyed each minute of the course. Your the best

创建者 Tyra F

Jan 30, 2022

Absolutely fantastic course. Loved the professors style of teaching, its very engaging and makes you want to know more.