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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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7,780 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.

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.

筛选依据：

951 - Brand Management: Aligning Business, Brand and Behaviour 的 975 个评论（共 2,778 个）

创建者 Hadi E

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Sep 11, 2022

It was great. I want to thank Coursera, London Business School, and professor Nader Tavassoli for his wonderful presentation.

创建者 Ami S

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Nov 22, 2021

the most entertaining yet educational course I've taken. Thanks to the professor for all the great lessons. Highly recommended

创建者 MAHVISH

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May 16, 2021

It’s been great to learn this course from Sir , have learnt many things in a very short period

Really thankful for this course

创建者 Gloria M N

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Aug 13, 2020

Great course! The teacher explains very clearly and uses real life examples with companies of different sectors to illustrate.

创建者 Sahil V

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May 28, 2020

A must take course for everyone who wants to learn essence of creating strong Brands and also the modern paradigm for the same

创建者 Jeff N

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Oct 21, 2022

I learned a lot on this course highly recommended thanks to cousera and to school who shared this kind of idea more power.

创建者 S A H

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Mar 2, 2021

I have enjoyed the course very much through the in depth knowledge and valuable recourse shared by Prof. Tacassoli. Inspiring

创建者 Tshilomba l

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Feb 10, 2021

With today business world, this MOCC will give more confident to those attending it.

The class enhance my marketing knowledge.

创建者 Gunjan S

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Sep 14, 2020

Am excellent course. It was very informative and a great learning experience. Looking forward to more learning opportunities.

创建者 kavit k

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Jun 20, 2020

Great course and wonderful trainer.Heartiest thanks for opportunity to learn. Going to be much beneficial in my future tasks.

创建者 Claudia R

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May 26, 2020

An amazing course, very well explained. I will definitely take another course of the school's program or the teaches as well.

创建者 Khan M

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Sep 10, 2022

Good Course for understanding the concepts in Branding, Business and Behaviour. Very lucid and lots of industry interviews.

创建者 Madhulika D

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Oct 19, 2020

It is a great course, especially for management students, but also otherwise. The concept of branding explained really well.

创建者 Diana P

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Sep 13, 2020

Absolutely stunning way of teaching of Mr. Tavassoli, great examples, fun to watch and really useful and insightful content.

创建者 Allen H

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Jul 23, 2020

This is one the best course if you want to know how the brand relates to the business and the behaviour of its stakeholders.

创建者 Cristo N

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May 30, 2020

This is an excellent course that will help you understand that a brand is a whole entity, I loved it. Greetings from México!

创建者 Tanya S

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May 2, 2020

Amazing Course. Gained a great deal of learning through this. If you are in the field of marketing this course is a must-do.

创建者 Ingrid N A A

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Apr 17, 2020

Really good course, the professor explains very well the concepts, he goes very deep inside each one. I highly recommend it!

创建者 Siddesh K I

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Oct 22, 2019

One of the very best to actually understand how brands must be perceived and handled in the modern-day business environment!

创建者 André B

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Jul 10, 2019

Nader makes a fantastic job explain everything in a very smart and easy to understand way. Loved every minute of it, thanks!

创建者 Antonio P A

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Jan 17, 2019

Excellent course! Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

创建者 Butaeva D R

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Dec 11, 2022

The course is very interesting, but for people who gonna learn with russian subtitles be attentive, its not always correct.

创建者 Amir I

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Nov 24, 2022

Amazing! Love the content of the lecturer. Very well communicated and transfered into a highly benefiting learning process!

创建者 Juan L

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Mar 29, 2021

Excellent. Clear, great insights and efficient for everyone who wants to understand, manage and create brands and business.

创建者 Farid A

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Feb 16, 2021

Amazing comprehensive course; the only suggestion is to make available for download all the slides separately as one batch.