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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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7,827 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

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.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

筛选依据：

1651 - Brand Management: Aligning Business, Brand and Behaviour 的 1675 个评论（共 2,792 个）

创建者 SCHIAVON S I

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Aug 5, 2022

really nice course, bring so much important information

创建者 Marjorie R

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Jun 7, 2022

Great course, I learned a lot about brand and marketing.

创建者 Michele F

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Apr 17, 2022

It's been my favorite course yet. I learned a lot here.

创建者 Mahak B

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Apr 30, 2021

Thank you Professor for the extremely valuable lectures!

创建者 mahnoor

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Feb 5, 2021

Thank you to professor. It helped me a lot in my career.

创建者 Stephy S

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Sep 14, 2020

Great experience of learning.Thank you Sir.

Regards

Stephy

创建者 Priya S

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Jul 14, 2020

Really a good course for business,gained a lot knowledge

创建者 SHIVAM S

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Jul 8, 2020

Best Course, taught many things related to this subject.

创建者 Chavda P M

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May 27, 2020

Amazing course!!! One of the Best MOOC i have completed.

创建者 Rishi G R

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Apr 26, 2020

A well designed course and provides extensive knowledge.

创建者 Christina G C

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Apr 25, 2020

Great course. Concepts are well-explained with examples.

创建者 Udochukwu C

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Apr 1, 2020

This was apparently the best course I have taken online.

创建者 Dorothy C

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Aug 22, 2019

Enjoyed this course! It had great concepts and examples.

创建者 Camila V

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May 9, 2019

I found this course really eye-opening and entertaining!

创建者 Cristina B G

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Apr 21, 2025

Ayuda a conocer nuevos ámbitos para construir una marca

创建者 Kaushik M

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Jan 15, 2025

Must do for all who believes 'Learning' is never ending

创建者 rana I

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Sep 20, 2023

wow!!! what a great learning platform. Thanks coursera.

创建者 Jiseok P

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Dec 7, 2021

amazing insight can be earned not only the certificate!

创建者 Yilmaz M

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Jul 11, 2021

It was absolutely perfect. Many thanks Nader Tavassoli.

创建者 Ekaterina C

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Feb 16, 2021

Very informative course. I highly recommend the course.

创建者 usandiswa

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Sep 28, 2020

this is the good course I hope it can continue doing so

创建者 ula n

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Aug 8, 2020

One of the most interesting courses I have ever passed.

创建者 Kent L B

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Jul 22, 2020

Excellent course! I enjoyed Nader Tavassoli's approach!

创建者 Luke V

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May 15, 2020

A dynamic course, it's truly well taken by Prof. Nader!

创建者 Elyan J

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Dec 16, 2019

Comprehensive & enlightening course on brand management