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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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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.

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

筛选依据：

1251 - Brand Management: Aligning Business, Brand and Behaviour 的 1275 个评论（共 2,770 个）

创建者 Paula D

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Aug 6, 2020

Curso sensacional, abordagem atual. Eu realmente gostei muito do conteúdo e da dinamica apr

创建者 SHYAMTHEJASWI G

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Jul 17, 2020

Very informative and interesting. Teaching method is great and assignments are very useful.

创建者 Riva

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May 20, 2020

I really enjoyed this class and got to learn so much more about branding than just reading.

创建者 Fikir B

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May 16, 2020

It is an eye opening course am not gonna see business the same again,very helpful thank you

创建者 Prateek G

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Jan 5, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

创建者 Greer J

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May 25, 2024

It was a great course. Mixture of theory, practical, and interviews of real life examples.

创建者 Stephanie A G

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Jan 23, 2024

Better than I imagined it'd be! Dr. Nader Tavassoli is clear and concise, and lots of fun!

创建者 Kavin R

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Oct 4, 2022

Exceptional course, now i know basic fundamentals of a brand and how to improve its image.

创建者 Paola

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Oct 3, 2022

increible experiencia, curso muy completo !! entrega un nivel muy alto de conocimientos

创建者 Vaishnavi V

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Mar 9, 2022

I have learned lots about brand management . It will very useful for my career devlopment.

创建者 Jiexi H

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Oct 20, 2021

Great MOOC equipped with plenty of marketing strategy examples. Would recommend to anyone

创建者 Annisa O

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Sep 26, 2021

really nice insight and such an honoured to have this course lead by Prof. Nader Tavassoli

创建者 Lazarr J

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May 12, 2021

Great teacher, makes me want to enroll in the university of London for a marketing degree.

创建者 Juliana I C

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Oct 6, 2020

Really useful course, I learned a lot and I will apply all of my new knowledge in my work.

创建者 Usama K

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Jul 27, 2020

Extremely informative and effectively engaging. The instructor explains things splendidly!

创建者 Cesar M A

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May 22, 2020

This course has changed positively my marketing philosophy. Thank you, professor Tavassoli

创建者 Deepanjali k

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Apr 29, 2020

Great course if you are eager to learn about brands. Great examples throughout the course.

创建者 fernanda

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Apr 5, 2020

Loved it, he made everything so very clear, fun and interesting, i really recommend it. <3

创建者 Anirruudh

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Mar 12, 2025

Thank you for this wonderful opportunity to learn from the best. I am eternally grateful.

创建者 Arabs S

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Apr 22, 2022

Brilliant and wonderful! provided a very insightful journey about branding as a business!

创建者 Sabina B

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Dec 26, 2021

The concepts shared by Mr. Nader were relevant to the course and the interviews were apt!

创建者 John L

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Aug 24, 2021

great course! Shorter videos with more frequent quizes and or case studies would be nice

创建者 J A

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Sep 7, 2020

This is an excellent MOOC to study, its very well explained by Professor Nader Tavassoli.

创建者 Mariana D

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Sep 1, 2020

A gérât course that guides you through the quintessential parts of branding and business.

创建者 Wai-Ling L

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Jul 31, 2020

Great course on how strong leadership can elevate a brand by aligning people and purpose.