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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：

1451 - Brand Management: Aligning Business, Brand and Behaviour 的 1475 个评论（共 2,770 个）

创建者 hanin a

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Aug 15, 2020

I have learnd many things I will use them in the future.

Thank you so much

创建者 Anai S

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Aug 14, 2020

Great course I loved how dynamic it was, the interviews and the material!

创建者 Daniel D

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Jun 24, 2020

This is one of the best coursera courses I've ever done. Well done Nader!

创建者 Katie

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May 1, 2018

Great course with useful insights. Very well presented and content clear.

创建者 Manish M

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Apr 17, 2025

Amazing course every management student should enrolled for this course.

创建者 Isaac B

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Oct 3, 2024

It is an excellent course for anyone keen on improving Brand Management.

创建者 Munabila C

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Mar 23, 2022

Thank you so much, I really enjoy everything I learned from this course.

创建者 Mohamed R

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Aug 29, 2021

Learned about the importance of employee involvement of building a brand

创建者 Satyaki B

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Jan 25, 2021

Great course. Got to learn a lot of insights regarding Brand management.

创建者 Daniel Á G

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Nov 30, 2020

So interesting. It helped me to see brand management in a different way.

创建者 Ankur P

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Jul 14, 2020

This course will give you a very good understanding of what branding is.

创建者 Andrei V M

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May 24, 2020

Amazing course. Full of useful information and offers great assignments.

创建者 Gagan K

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May 19, 2020

Excellent Professor with Great Course delivery with lot of Good examples

创建者 Zaddil H R

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May 16, 2020

Professor Nader was so specific and its pleasure doing a course with him

创建者 Winnie W W

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Nov 1, 2022

got a new angle on how brands behave and how they hope to be looked at.

创建者 Annie G

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Oct 10, 2022

This is one of the most wholesome course I got on Branding. Go for it!

创建者 Sandeep K

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Aug 20, 2022

I NEED THIS FREE CERTIFICATE I HAVE NO MONEY TO BUY IT SOMEBODY HELP ME

创建者 Benjamin L

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May 30, 2021

I will be waiting for the second part! Very entertaining and insightful

创建者 Michael W

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Feb 25, 2021

Very very well put together - thank you, thoroughly enjoyed this course

创建者 Marina M

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Sep 2, 2020

Great course, I really enjoyed this time and learned a lot! Thank you!

创建者 Maria C R M

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Aug 30, 2020

A very comprehensive course that revolutionized my perspective of brand

创建者 Ajithkumar A

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Jun 27, 2020

Every one Will love this Course, Wonderful, and Lot of Insights loaded.

创建者 filletmeuo

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Sep 18, 2019

Very helpful that inspire me to develop my insights on brand management