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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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7,828 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：

1626 - Brand Management: Aligning Business, Brand and Behaviour 的 1650 个评论（共 2,793 个）

创建者 Karen G

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Aug 26, 2020

This was an awesome experience for me! Highly recommended!

创建者 Srushti K

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Jun 14, 2020

Highly recommend this to get a deeper insight on Branding!

创建者 Massi M

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May 24, 2020

Excellent course, thank you very much professor Tavassoli.

创建者 Alberto P

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May 12, 2020

very good course for marketing strategy, business strategy

创建者 Irene K

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Apr 22, 2020

This course helped me start up my own brand and manage it!

创建者 HARSHIT S

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Apr 17, 2020

i am in love with the content they provide in this course,

创建者 Eric F

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Feb 12, 2020

It was my first MOOC and every week it was a new discovery

创建者 NEHA M

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Jul 14, 2019

Really amazing course and very well taught by Prof Nader!

创建者 Franco G A

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Jun 11, 2019

Very useful, information is up to date and very insightful

创建者 Arianne W

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Aug 16, 2018

Great course; eye operners and new ways to look at things!

创建者 OLUWATOYIN O

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Nov 14, 2023

I learnt a whole lot more than I learnt in the university

创建者 Kay T

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Oct 14, 2023

Learning Brand Management was an enlightening experience.

创建者 Tami C

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Nov 30, 2022

Thoroughly enjoyed Every

minute

of this course. Thank

you

创建者 Teshale G

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Jun 3, 2022

constructive course, very helpful in advancing my courier

创建者 Karoline L

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Mar 27, 2022

Incredible! I love everything, the professor was amazing.

创建者 Anidya P

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Oct 25, 2021

Really well informed and explained. Thank you professor!

创建者 Ruwan L D

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Sep 1, 2021

Excellent experience! Thank you Professor Nader Tavassoli

创建者 MEISKE A U

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Dec 23, 2020

I think Coursera has a very good for upgrade skill talent

创建者 Apoorv G

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Aug 3, 2020

This was one of the best online courses i have ever seen.

创建者 Francesca A

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Jul 13, 2020

It's very interested and I learnt muchc important concept

创建者 Galina M

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Jun 12, 2020

Great course and a very positive approach of the teacher.

创建者 Raffaele L

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May 2, 2020

Thank you to Professor Nader Tavassoli, amazing lectures!

创建者 Manish B

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Mar 8, 2019

great deal of learning about business,brand and behaviour

创建者 Rebeca S

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Dec 29, 2023

Excellent! Dynamic, envolving and straight to the point!

创建者 renan b

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Sep 19, 2022

Excelente course! A new and modern view about branding!