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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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7,786 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：

1051 - Brand Management: Aligning Business, Brand and Behaviour 的 1075 个评论（共 2,777 个）

创建者 ir d

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Feb 7, 2021

I think this course has improved me a lot. The lessons were not boring at all. I also liked the given assignments.

创建者 Ksenia W

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Feb 2, 2021

the best practical course I have ever studied. I'm super grateful to the professor and all creators of the course.

创建者 Ajinkya K

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Nov 25, 2020

The course is easy to understand and clear all the ideas of branding and behaviour of customers towards the brand.

创建者 Enyinnaya O

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Oct 8, 2019

Was a good refresher course for me and I enjoyed learning some new concepts and approach to marketing and branding

创建者 oleg k

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Feb 10, 2019

Very interesting and exiting. It forces shifting your mind and to glance on the branding process from another side

创建者 Andrea B

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Dec 15, 2018

Highly recommendable. The format is very user friendly with phone or laptop, and the content has been very useful.

创建者 Tolu O

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Dec 18, 2024

This course sharpened my perception of branding and helped me craft strategies with a people-focused perspective.

创建者 Stephanie C

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Apr 8, 2022

i've learned sp much from this course and will definitely rtake more courses. good teacher very good explanation.

创建者 rana z

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Dec 25, 2020

I'm very happy to the organization who provide me short course. Boundle of Thanks of the organization of Coursera

创建者 Anna F R P

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Nov 4, 2020

This free course taught me a lot about brand management that I can readily apply in my work. Thank you very much.

创建者 Hassaan A

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Sep 11, 2022

An exceptional course and learning material. It rounds up the world of brand and consumer experience marketing.

创建者 Andrea F

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Jun 10, 2021

Me encantó el curso, muy claro y didáctico. El Profesor muy agradable y explicaba muy bien! Conceptos esenciales

创建者 Gulshan P

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May 28, 2021

It is very good course.. Learn a lot for branding concept. I wil definetly use my knowledge in my organisation.

创建者 Tiago M

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Mar 16, 2021

Great concepts that reframe your knowledge about brand management taught by a great professor in Nader Tavassoli

创建者 J P k

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Nov 27, 2020

It was a wonderful roller-coaster ride, it was very thrilling. I learnt a lot from this course. Thanks for that!

创建者 Masta B

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Apr 10, 2023

Provides a smart and experienced point of view of global brand on brand strategy. Gives clarity on the strategy

创建者 Carolina Z

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Feb 20, 2021

Great Course. I really enjoyed every class! Thank you very much Mr. Nader, London Business School and Coursera!

创建者 Maja M

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Dec 1, 2020

The best course so far, thank you professor! I already recommended it to many people, and they love it as well.

创建者 Jorge F M G

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Apr 30, 2020

The professor, is really good, he knows the topic very well and of course he knows how to explained everything.

创建者 Zdravko D

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Apr 12, 2020

Fast paced, focused and very informative course. Wish the Professor taught more such courses, he was excellent!

创建者 AYUSH D

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Dec 18, 2019

I have come across really new insights which have helped me change my thinking process towards brand management

创建者 Sheraz S

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Apr 14, 2019

Nader Sir Your example from the real world is just Awesome and make it easy to understand the concept of terms.

创建者 Boyong Y

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Nov 30, 2018

Very easy to understand and mind-opening course on the essentials of brand management, I highly recommend this.

创建者 Arunashis M

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May 4, 2023

Very important course for understanding Brand value, purpose etc. Useful course for learning Brand management.

创建者 Prashant K C

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Sep 3, 2022

This course is a must for all business leaders especailly for those who are not working in marketing function.