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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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7,829 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

GT

Jun 8, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

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：

1176 - Brand Management: Aligning Business, Brand and Behaviour 的 1200 个评论（共 2,793 个）

创建者 BEE L Y

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Jul 29, 2022

The course is well organised and very informative. I have enjoyed the interview sessions very much.

创建者 Helena D

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Mar 1, 2021

Briliant course! Recomended! It's been a great piece of experience and practically-based knowledge.

创建者 Ines L B

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Feb 22, 2021

It was a great course with very concrete content and great advice ! Bravo and thank you very much !

创建者 jenny c

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Sep 20, 2020

Very informative. Course content is clear and engaging. Thank you Nader Tavassoli and the LBS team.

创建者 Maneeshi P

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Jul 31, 2020

Very good course... I learned a lot and I can use that knowledge to develop mu own brand so easily.

创建者 Viddit H

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May 29, 2020

The course is great and the way Nader Tavassoli has explained things with examples is just amazing.

创建者 Siobhan C

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May 12, 2020

Excellent professor leading the MOOC, the course content was very engaging, and I really enjoyed it

创建者 Kanyanat V

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Feb 13, 2019

This course has a lot more to learn and practice, if you really want to understand Brand management

创建者 Paul K

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Oct 22, 2022

A very informational course. I learnt a lot during this course and I can't wait to implement them

创建者 Eduardo M

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Jul 14, 2022

Excselent learned alot about branding should do others it would be great to learn more, thank you

创建者 Dr D S

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Dec 19, 2021

Wonderful Course, a very dynamic and intellectual instructor.. its absolute learning and engaging.

创建者 Davide P

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Sep 14, 2021

this course is complete clear and the professor is very smart and he explain very well the concept

创建者 Rokaia D

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Sep 6, 2021

I really did learn a lot and enjoy this course as someone coming from a more technical background.

创建者 Harmonie J h M

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Mar 26, 2021

I'm grateful to learn this subject, I learned so much, and everything was clear. Thank you so much

创建者 Aarushi B

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Nov 7, 2020

The explanations and example are different from my country yet relatable and easy to understand.

创建者 Katie W

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Aug 6, 2020

Great course that gave fantastic insights into how to manage a brand. Would definitely reccommend!

创建者 Siddhartha K

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Aug 4, 2020

its quite good to get a perspective on why brand strategy is important, especially brand purpose..

创建者 Sougata A

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May 23, 2023

A well described course. Concepts were easy to understand, and the teaching technic is very good.

创建者 Iva O

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Aug 14, 2022

Interesting and informative, I really enjoyed the Interviews that were offered during the course.

创建者 minaxi m

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Aug 13, 2022

Learned so many thing during the course also Knowledge was shared by Teaching person was amazing.

创建者 itisha d

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May 10, 2021

Thank you for designing a comprehensive course. It was very enriching learning experience for me.

创建者 Deb J D

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Jan 17, 2021

Thank you, Prof. Nader, for such an insightful MOOC. This was probably the best MOOC on Coursera.

创建者 Stefen B

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Oct 7, 2020

Love this course. This is the best course I have attended, thank you for the purposeful learning.

创建者 VINAY K P

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Jun 21, 2020

An excellent course worth million dollars.Thank you guys and special thanks to my course trainer.

创建者 Rao A

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Jun 23, 2025

The amazing course to understand the branding strategies for different industries and prospects.