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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

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.

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.

筛选依据：

1676 - Brand Management: Aligning Business, Brand and Behaviour 的 1700 个评论（共 2,792 个）

创建者 Mariana Z

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Sep 9, 2021

Great! A complete overview, without being superficial.

创建者 Nannaphat C

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Sep 5, 2021

easy to understand and provide very relevant examples

创建者 Faqan A

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Dec 24, 2020

Your course is awesome. Thanks a lot of for your study

创建者 ROSIANA N

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Oct 27, 2020

very good course, I got a lot of new information here!

创建者 EKA R

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Oct 4, 2020

its very good, and good tutor for explanation material

创建者 Ritika B

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May 6, 2020

Very well thought out course structure. I learnt a lot

创建者 Anzar M

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Apr 7, 2020

Exceptional faculty. Waiting more from Nader Tavassoli

创建者 Ayan Q

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Jan 29, 2025

Professor Nader is a great teacher, deserves a raise!

创建者 Prince

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Dec 2, 2024

It's make me see the world of business in the new way

创建者 Mirela N

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Mar 10, 2024

Very specific not just theory, extremely interesting.

创建者 Eliana T

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Jun 22, 2023

i gained a lot of valuable knowledge from this course

创建者 alislam a

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Dec 18, 2022

It's an amusing experience to learn from the course .

创建者 Benjamin A

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Feb 17, 2022

I've learnt a whole lot of things I never new existed

创建者 Anirudha P

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Feb 6, 2022

Very well structured and delivered. Quite informative

创建者 Jerel F R

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Sep 2, 2021

Outstanding course the instructors were very helpful.

创建者 Shruti A

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Jul 25, 2021

I am having trouble in getting my course certificate.

创建者 Vanessa V

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Jul 19, 2021

Clear, straight to the point, very valuable content !

创建者 Amit K

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May 15, 2021

Easy language to be understand and with illustration.

创建者 mauro v

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May 1, 2021

Beautiful course and the professor explains very well

创建者 E G (

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Jan 7, 2021

Very good course, with many materials and structured.

创建者 Rachit W

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Dec 8, 2020

Good explanation, different from traditional branding

创建者 Elizabeth M

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Oct 23, 2020

Excellent course, easy to follow, great case studies.

创建者 Pravarti B

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Sep 18, 2020

It was perfect. Many new things to learn. Go for it..

创建者 Jagadabhi R g b

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Aug 12, 2020

It was an amazing experience and I have learnt a lot.

创建者 Dwaipayan B

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May 7, 2020

The professor is a legit nigglet. I loved it mah man.