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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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7,829 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

GT

Jun 8, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

筛选依据：

1526 - Brand Management: Aligning Business, Brand and Behaviour 的 1550 个评论（共 2,793 个）

创建者 Nikhila R R

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Jun 24, 2020

Great content and wonderful explanation by Prof. Worth every penny.

创建者 Drobyshevski A

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Mar 10, 2023

Good approach for managind experiences for customers and emploees!

创建者 Samuel O

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Nov 20, 2022

The course was very informative and the presentation was excellent

创建者 Marcelo C

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Oct 21, 2022

Many thanks you very much to all involved on this terrific course

创建者 Santee G

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Jun 10, 2022

Great course with international content, Instructor was Fantastic!

创建者 Luis L S

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Aug 16, 2021

Top class teaching and course quality, It was beyond expectation !

创建者 Paola B

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Aug 9, 2021

Great course full of interesting insights: perfect for beginners.

创建者 Dmytro P

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May 17, 2021

Great course with really insightful information. Highly recommend.

创建者 Vidhi S

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Oct 23, 2020

Great, learn new things... get knowledge about brand management...

创建者 Sai K A S R V

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Aug 16, 2020

Detailed explanation and deep analysis on overall brand management

创建者 Roberto S B T

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Aug 12, 2020

Es un gran curso con muchas enseñanzas que uno no piensa del todo.

创建者 Suwapat A

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Apr 24, 2020

It’s very clear instruction and example for each step of learning.

创建者 ana b

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Feb 11, 2025

Excellent for understand many things that don't teache at school.

创建者 Tanaphat L

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Aug 22, 2024

Good Course .I like teacher,he is be enthusiastic and determined

创建者 Anne Y X

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Dec 18, 2022

Very informative and gives a new perspective on brand management.

创建者 Gbenga O

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Jul 9, 2022

Wonderful new things on Brand and brand building and develpoments

创建者 Tamal B

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Jun 13, 2021

Was a great learning. Thanks prof & coursera for the opportunity.

创建者 Anika J

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May 3, 2021

This was a great experience for me. Grateful for the opportunity.

创建者 MUHAMMAD U

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Jan 3, 2021

it is a good course and instructor's way of teaching is excellent

创建者 Maria C F F S

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Dec 23, 2020

Really great course and amazing teacher. Definitely recommend it!

创建者 Carinna C Q

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Oct 16, 2020

Professor Nader Tavassoli is brilliant! This course is fantastic!

创建者 Ahana G

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Jun 6, 2020

An absolutely amazing professor! Had a great learning experience.

创建者 Amol R

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May 19, 2020

Excellent course for Branding Professionals and Business Leaders.

创建者 Kinjal J

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May 18, 2020

Very informative, helped grasp the concepts in a very unique way!

创建者 Carlota B

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Apr 29, 2020

I have learned a lot, personally the best course I have ever done