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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：

1776 - Brand Management: Aligning Business, Brand and Behaviour 的 1800 个评论（共 2,792 个）

创建者 Constantin

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Feb 23, 2021

Well structured and effective, thank you a lot!

创建者 Beto G

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Dec 19, 2020

Excelente curso, mucho aprendizaje, felicidades

创建者 Selin Y G

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Nov 22, 2020

Im glad to take part in this course. Thank you.

创建者 KARABO M

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Sep 22, 2020

this was an exciting course and very benefiting

创建者 Lee X S

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Jun 7, 2020

very insightful and I love all the assignments.

创建者 Alisha K

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May 22, 2020

Best cause till date. Cheers to the professor!

创建者 Felgona O O

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Nov 12, 2019

Excellent. How can I get a certificate for this

创建者 Rodrigo C Q

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Oct 14, 2019

Wonderfull I learn a lot trought this course :D

创建者 Hartanto D

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Jun 2, 2019

This is a great course to learn about branding.

创建者 Ambika G

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Jun 18, 2018

The videos were very usefull and knowledgeable.

创建者 Gia H N V

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Jan 20, 2026

to be honest you guys should learn this course

创建者 Alisa H

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Apr 30, 2025

Fantastic class, very interesting and engaging

创建者 Danna E P V

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Mar 31, 2025

excelente contenido muy completo e inspirador.

创建者 Halina T

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Jul 9, 2023

Excellent Course for those who lead businesses

创建者 Marek B

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Dec 1, 2022

I feel empwerd by the insights of this course.

创建者 bhavesh p

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Apr 18, 2022

extraordinary course for aspring entepronurs .

创建者 Namrata B

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Jun 25, 2021

Loved this course. The delivery was excellent.

创建者 Boumeaza A

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May 6, 2021

useless for me, but it's good for someone else

创建者 Elena C

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Mar 19, 2021

It's a great course!! Thank you for everything

创建者 haroon

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Dec 22, 2020

Excellent practical examples and case studies.

创建者 Thanvir S

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May 30, 2020

Really enlightening course. Thank You Coursera

创建者 Shalabh S

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Feb 7, 2020

One of the best on Coursera. Recommend to all.

创建者 Luiz S

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Nov 10, 2023

Excellent content!!! I strongly recommend it.

创建者 PRATIKSHYA K P V

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Aug 2, 2022

Great learning experience.

Thank You Coursera.

创建者 Tamar C

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Mar 27, 2021

Mr. Nader Tavassoli, thank you for this MOOC!