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返回到 Brand Management: Aligning Business, Brand and Behaviour

学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

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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

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!

SS

Oct 22, 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.

筛选依据：

1226 - Brand Management: Aligning Business, Brand and Behaviour 的 1250 个评论（共 2,770 个）

创建者 Sajjad D

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Feb 26, 2025

Amazing experience, I recommend it for all not only for business owners but also for emploees

创建者 Nicole Y R G

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Feb 28, 2024

Informative lessons that look at both the traditional and more modern approaches to branding.

创建者 Chloe K W

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Jul 26, 2023

Great course that goes in depth! Definitely expanded my knowledge to benefit me in my career.

创建者 asad q

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Jun 20, 2023

I had a wonderful first experience using Coursera. I'm pleased to be involved in this. Thanks

创建者 George V

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Jun 2, 2022

Had an amazing journet throughout the course. Very informative and would recommend it to all.

创建者 Nesrin Ş

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Oct 2, 2021

It was really beneficial course and I definitely suggest. Nader Tavassoli is a great teacher!

创建者 Federico C

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Mar 23, 2021

Great Course! I learned a lot of things that I didn´t know. Thanks a lot for the opportunity!

创建者 Isaac B

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Dec 16, 2020

What a great professor and a great line-up of professionals. Thank You Prof. Nader Tavassoli!

创建者 Ebenezer A L

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Oct 28, 2020

Course contents was well equipped, very educative and involved indepth research and analysis.

创建者 Laila M

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Sep 11, 2023

it's useful, insightful, and inspiring. i enjoy and appreciate all information in this MOOC.

创建者 Lilian Y

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Dec 28, 2021

Excellent frameworks and case studies that can help beginners as well as seasoned marketers.

创建者 Sheima T

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May 1, 2021

This course is wonderful and I learn very useful expression about my business and my career.

创建者 Seoyun L

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Sep 28, 2020

Really insightful and interesting MOOC. Well presented with great case studies and examples.

创建者 Yesenia E M T

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Sep 9, 2020

Es un excelente curso que vale la pena repetir para interiorizar el aprendizaje por completo

创建者 Jaydip

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Jul 21, 2020

kudos to professor Nader Tavassoli, a very well designed MOOC. highly recommend to everyone.

创建者 Abhishek G

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May 15, 2020

Fantastic teaching by Nader Sir..!! He set the live examples and the interviews were awesome

创建者 Rashi J

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Apr 16, 2025

Excellent, engaging and very well presented course. Thanks for a great learning experience.

创建者 Paschal E

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Sep 14, 2023

Excellent teaching, the whole experience made me to love Coursera...off th the next course!

创建者 Deborah C

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Apr 18, 2023

teaches the required s9kills

videos are clear enough to understand

will always recommend it

创建者 Antonella

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Sep 19, 2022

Very good course, interesting lessons and the teacher very dinamic. Thank you for sharing!

创建者 manav

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Jan 25, 2022

Great course!!! So many examples and insightful information. Very engaging and interesting.

创建者 Hafiz M A K

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Sep 20, 2021

I really learn a lot from this course regarding Bran Management and its suitable behaviour.

创建者 Joseph C

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Apr 11, 2021

Loved the pace, the blend of real life examples to glossary terms made it very interesting!

创建者 vibhore v

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Oct 28, 2020

The course has been explained always in practical ways and was quite interesting to attend.

创建者 Gloria U

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Sep 8, 2020

This course was very detailed and the facilitator did a good by using real life situations.