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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:

1026 - Brand Management: Aligning Business, Brand and Behaviour 的 1050 个评论(共 2,770 个)

创建者 Matthew T

Aug 3, 2019

This course is very well-done and I can say that I have truly learned and changed my perspective on Brand Management.

创建者 setareh f

Dec 29, 2018

A really great course.

It was very useful for implementing my skills.

Thanks Nader Tavassoli for such a great course.

创建者 Varisara S

Oct 14, 2018

This is an amazing course. I learned a lot and the cases that the professor brought up were great. I'm glad I did it.

创建者 Tantelitiana G M D R

Apr 14, 2024

This course changed my life. I am now able to see brand in a different and more professional perspective. Thank you!

创建者 Shubham S

Mar 7, 2023

this is a very great course i enjoyed it very much i want to thank Coursera for allowing me to enroll in this course

创建者 Mohammed R A S

Jul 30, 2021

This Course was well laid out and well articulated. It is well worth it for young managers and even season leaders.

创建者 Benjamin M (

Nov 27, 2020

A good course to understand the importance of branding and how companies care about the brand image in the long run.

创建者 Varuna B

Jul 5, 2020

It was a very interesting course and the instructor was very nice, explained vert well. A big thank you to Mr. Nader

创建者 kiran c v

Jun 14, 2020

Excellent course with University of London/London Business School and instruction, Dr. Nader Tavassoli!

-kiran varma

创建者 AYUSH K

May 26, 2020

Huge fan of the way Prof. Nader explains things. A must course for anyone planning to be a product or brand manager.

创建者 Manoj K T

Jul 21, 2021

Very Good understanding of Brand Management and insight by Professor Nader , very usefull information and examples.

创建者 MAURO V

Apr 16, 2021

Excellent course with very clear explanations and a lot of interesting examples: worth any minute dedicated indeed!

创建者 Sam M

Nov 21, 2020

I have gained a lot more than I thought I would, great course, broken down in a way that any person can understand.

创建者 536 U R

Aug 30, 2020

very nice, learnt a lot of new things, time management, brand management, aligning, very much happy with the course

创建者 JUILI T

Aug 19, 2020

Truly informative and insightful. The idea of using interviews with tp professionals also made it quite interesting

创建者 Bhanu P

Jul 14, 2020

an awesome journey of branding. the course content is amazing. the delivery is simple and powerful. great insights.

创建者 Ismat A E

Apr 30, 2020

Great course indeed and contain vast knowledge which delivered properly to me about the deepest of Brand Mangement.

创建者 Abhivyakti P

Apr 10, 2020

Great course, highly recommended! Professor Tavassoli makes the journey educational and enjoyable at the same time!

创建者 Kaven R

Jan 2, 2022

how to share my certificate at linkdin......because its shows nothing about sharing the certificate in linkdin...

创建者 Dina R d R

May 19, 2021

Este curso fue muy inspirador y me ayudó grandemente a cambiar mi perspectiva al abordar la gestión de las marcas.

创建者 Rochak A

Apr 24, 2021

I learned a lot. I got to know so much about the 3B's, that is, Business, Brand and Behaviour. Thank you so much !

创建者 ir d

Feb 7, 2021

I think this course has improved me a lot. The lessons were not boring at all. I also liked the given assignments.

创建者 Ksenia W

Feb 2, 2021

the best practical course I have ever studied. I'm super grateful to the professor and all creators of the course.

创建者 Ajinkya K

Nov 25, 2020

The course is easy to understand and clear all the ideas of branding and behaviour of customers towards the brand.

创建者 Enyinnaya O

Oct 8, 2019

Was a good refresher course for me and I enjoyed learning some new concepts and approach to marketing and branding