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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：

1926 - Brand Management: Aligning Business, Brand and Behaviour 的 1950 个评论（共 2,792 个）

创建者 Vipul B

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Apr 6, 2020

The course was highly knowledgeable !

创建者 Habibur R

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May 1, 2024

One of the best courses on Coursera!

创建者 Cissy C

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Nov 21, 2023

I have learned alot from this course

创建者 Saeed P

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Feb 24, 2023

Thank your professor, it was perfect

创建者 Samuel P

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Dec 21, 2022

The best course I have taken so far.

创建者 Chua H L

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Oct 8, 2022

Very easy to follow and informative

创建者 KHUSHI S

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Dec 30, 2021

Coursera helped me learn new things.

创建者 jaspreet s

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Dec 20, 2021

great course with abundant knowledge

创建者 Renée M

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Aug 24, 2021

great course work and good questions

创建者 Jonathan O O V

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Aug 11, 2021

Excellent professor. Real-life cases

创建者 Ankit S

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Jul 25, 2021

Wonderful Course...Amazing Learnings

创建者 Christine W

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Mar 9, 2021

Excellent professor, great learning!

创建者 THANDILE K

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Sep 30, 2020

Greatest course on brand management.

创建者 LUISA F O B

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Aug 20, 2020

I loved this course and the content!

创建者 Anuj K

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Jul 1, 2020

One of the best MOOC on 'Marketing'.

创建者 Sandali V

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May 29, 2020

Great MOOC by Prof. Nader Tavassoli!

创建者 Tirthankar M

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May 25, 2020

Good insights from across industries

创建者 Eduardo R

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May 23, 2020

Very educational and engaging course

创建者 Pelin G

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Apr 25, 2020

amazing tutor and amazing programme!

创建者 Anna L

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Jun 18, 2019

Great course! Every week is full on!

创建者 ANUSHA S

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Nov 10, 2018

best course i have learn many more..

创建者 Addarrell A F

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Jul 14, 2025

Love this course and the instructor

创建者 Hanan S

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Jan 20, 2025

Highly Recommended for any marketer

创建者 Sebastián A M V

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Oct 22, 2023

Fun and entertaining. Great course.

创建者 Ayomidotun O

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Apr 3, 2023

Great course, I really learnt a lot