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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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7,828 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：

1501 - Brand Management: Aligning Business, Brand and Behaviour 的 1525 个评论（共 2,793 个）

创建者 Yash B

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Feb 4, 2021

Amazing MOOC, loads to learn. Great examples and the best interviews!

创建者 PUTRIANA E N

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Dec 20, 2020

i so clear to learn this courses from the first till the end courses.

创建者 EJ C

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Aug 31, 2020

I have learned so many things! Every concept is explained thoroughly.

创建者 Evandro P

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Jul 2, 2020

Curso excepcional, muito além das expectativas para quem já é daárea.

创建者 norberto v

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May 26, 2020

Un curso muy bueno , muy capacitado el instructor y excelentes clases

创建者 Chilaka R C

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May 30, 2022

Absolutely educative MOOC. I don't regret signing up for the course.

创建者 Victor O

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Mar 8, 2022

This is the best MOOC I have taken ever. Thank you, professor Nader.

创建者 WEI C H

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Jan 19, 2022

Highly recommend!! Great course with well design and nice Instructor

创建者 Andres F C F

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Jan 18, 2021

Great experience. Magnificent way to communicate concepts. Thank you

创建者 Cate F

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Dec 3, 2020

Great course, I really liked it. Has incredible topics and examples.

创建者 Prashant T

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May 25, 2020

Great course for any one wanting to learn how great brands are made.

创建者 Ravi K D

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May 13, 2019

Thought provoking, and full of action items. Loved the challenge !!

创建者 Jacqueline C

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Jan 29, 2019

For marketing people, this is a great course to change your mindset!

创建者 Chidi O

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Dec 31, 2024

This course was exceptional for me. Really made my year. Thank you

创建者 Юлия В

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May 31, 2024

Excellent course with plenty of examples and good theoretical base!

创建者 Sadhana M K

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Jun 29, 2023

i like this course because of the marketing Mix the course was good

创建者 Adebowale S

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Feb 18, 2023

This course is well explained. The instructor knows his onions 100%

创建者 Mirza H S

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Dec 18, 2022

This Course is great opportunity for learning and boost your skills

创建者 Anjani S S

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Sep 21, 2022

Very interesting course, and very well delivered by the instructor

创建者 Vivian O

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Jul 23, 2022

I am grateful that now iI can continue learning, thanks to cousera.

创建者 Ketaki B

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Jan 17, 2021

Provides a modern approach to traditional brand management notions.

创建者 Onah D

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Jan 8, 2021

Truly informative and empowering... Made me a better brand manager.

创建者 parassingh t

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Jul 11, 2020

I learned a lot from this course and it change my view for branding