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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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7,777 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.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

筛选依据：

1951 - Brand Management: Aligning Business, Brand and Behaviour 的 1975 个评论（共 2,778 个）

创建者 Aldrin

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Nov 5, 2020

This is the best course on Coursera

创建者 Sanya A

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Sep 27, 2020

A very well conceptualised course .

创建者 Mohammad A H

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Jul 8, 2020

Excellent course. Well structured.

创建者 PRAMITH C R

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Jul 4, 2020

Tje couse was amazing and wonderful

创建者 Vishwajeet G

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Jun 2, 2020

It was a great learning experience.

创建者 Abdullah S A

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Mar 23, 2020

Open eye course, highly recommended

创建者 Raul N C G

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Feb 15, 2020

Excellent content and presentation!

创建者 Ivanna S

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Nov 19, 2024

Great course, definitely recommend

创建者 Matilde S

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Jul 28, 2024

Amazing course! Thank you so much!

创建者 faezeh d

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Aug 29, 2022

I have enjoyed during this course.

创建者 Patrícia C

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Jan 4, 2022

Good learning and great professor.

创建者 Vũ B H

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Dec 19, 2021

It is so good for beginner like me

创建者 ANVE M E

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Nov 10, 2021

This course was very useful for me

创建者 AFFONSO D

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May 26, 2021

Learned so much with that course!

创建者 Vidushi A

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Aug 16, 2020

It was a great learning experience

创建者 James S

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Jun 20, 2020

Outstanding course!!!!!!!!!!!!!!!1

创建者 Avinash P

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Jun 8, 2020

Excellent course. Very insightful.

创建者 Stefanie S

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May 17, 2020

Such a good and meaningful course!

创建者 Emre S

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May 16, 2020

Great value for money and content!

创建者 Arnold S M

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Apr 20, 2020

Got good insight from this course.

创建者 Jyot K

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Oct 4, 2024

Great leaning with great examples

创建者 Irina F

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Sep 12, 2022

great course, thank you so much!

创建者 oloo o

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Jun 18, 2022

best insights on brand management

创建者 Tanishka D

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May 19, 2022

amazing course!! Very insightful