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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：

1551 - Brand Management: Aligning Business, Brand and Behaviour 的 1575 个评论（共 2,793 个）

创建者 Sunny

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Feb 26, 2020

Great makes me think about the branding course. great assignments

创建者 Elizardo P

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Oct 9, 2024

exceptionally solid course WITH MANY MANY examples to learn from

创建者 ayomide a

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Oct 8, 2024

Thanks to Coursera and the entire team. Great learning platform!

创建者 Yusak A

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Mar 25, 2023

Excellent knowledge and very easy to implement at the workplace.

创建者 Monica R

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Oct 24, 2022

O curso é realmente muito bom. O professor é excelente. Adorei.

创建者 Panitan O

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Sep 1, 2022

The instructor was very calm in his manner. His method is great.

创建者 Raphael U

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Aug 10, 2021

Great course, excellent lecturer, wonderful learning experience!

创建者 Gora P G

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Dec 15, 2020

One of the best lecturers, great knowledge, interesting details!

创建者 Annisa C F

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Jun 14, 2020

A great course to start understanding what makes a strong brand.

创建者 S A

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May 28, 2020

A very good course to get started on brands. Highly recommended.

创建者 Taruchhaya N

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May 26, 2020

Great study material and lots of learning. Very nicely designed.

创建者 Martin N

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Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

创建者 Donald B H

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Aug 19, 2018

A very good course with new theory and many cases and examples.

创建者 Gilbert M W

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Feb 27, 2025

Excellent course on the value and development of a strong brand

创建者 José P

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Dec 31, 2024

Excelente curso. El profesor lo hizo con pasión. Recomendado!!!

创建者 samarth c

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Feb 8, 2023

Exceptional MOOC Course, I must say

I had an Awesome Experience.

创建者 salman a

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Aug 6, 2022

best for business education, i prefer you people should do it.

创建者 Raihana M

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Jun 10, 2022

well explained. Loved the use of real case studies from brands

创建者 Jasmine C

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Jul 18, 2021

This course is a great course, i have learn so much from this.

创建者 Sarthi V

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Jun 7, 2021

A big thank you to Nader and the production team. Great course.

创建者 Pramod M

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May 28, 2021

the best faculty and the course resourse i have seen in my life

创建者 Rachelle M

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Mar 7, 2021

Very insightful, inspiring! I learned a lot from this course!!!

创建者 Ajua K

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Nov 5, 2020

Professor Nader's style of teaching is excellent and relatable.

创建者 Nikhil R

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Oct 16, 2019

I Just love the way professor teaches with such great examples.

创建者 Donal P

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Sep 9, 2019

I am very satisfied with the educational quality of this course