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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

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.

SD

May 31, 2020

I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.Thanks once again!

筛选依据：

1901 - Brand Management: Aligning Business, Brand and Behaviour 的 1925 个评论（共 2,792 个）

创建者 Sajid A

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Apr 14, 2019

Give interesting knowledge in each step

创建者 Thu H N

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May 2, 2025

I'm so happy about the detailed course

创建者 Diego d c

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Feb 6, 2023

Teached me more than my masters degree

创建者 Matt A

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Mar 8, 2022

So good, very informative and indepth.

创建者 Levite

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Jan 31, 2022

Thank you very much for this greatness

创建者 Amar Z

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Aug 11, 2021

A lot of case studies! Worth the time!

创建者 3RD E S

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Jan 28, 2021

Great professor. Great course content.

创建者 Alan C B

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Sep 6, 2020

One of the best course I did. loved it

创建者 Kaushiki S

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Sep 4, 2020

really interesting informative course!

创建者 Samiha T

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Jul 11, 2020

Learned so much about Brand Management

创建者 Hawen W

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Apr 27, 2020

Well designed content and resourceful!

创建者 Shubham A

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Oct 31, 2019

It was a nicely put course experience.

创建者 CHIBUZOR A A

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Jul 12, 2022

The course is engaging and educative.

创建者 Christou P

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Aug 23, 2021

Interesting course, Great instructor

创建者 Iris C

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Feb 2, 2021

very interesting with lively examples

创建者 Marina I

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Jan 9, 2021

very interesting and full of examples

创建者 Jurgita

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Nov 3, 2020

Very interesting and valuable course.

创建者 Brian M

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Oct 15, 2020

Fantastic Fantastic Fantastic Course!

创建者 Kirill M

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Jul 8, 2020

Good course! clear and understandable

创建者 Praful S

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Jun 7, 2020

Amazing course with an amazing tutor.

创建者 Himal C

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Jun 2, 2020

Great Experience and amazing content.

创建者 Janice B

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Jun 1, 2020

Enjoyable course!! Super recommended.

创建者 Syed A A Z

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May 3, 2020

This was the best course or Coursera.

创建者 ABHI K

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Apr 20, 2020

One of the best courses in branding !

创建者 Rahul U

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Apr 19, 2020

Awesome Course and Fabulous Professor