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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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7,782 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：

1126 - Brand Management: Aligning Business, Brand and Behaviour 的 1150 个评论（共 2,777 个）

创建者 Paige C

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Apr 29, 2022

Very nice content from general modules to important concept. It's great to meet and complete this course!

创建者 Khizer H

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Apr 28, 2022

it was a great experience with university of london with their virtual sessions of this ammazing course.

创建者 Riddhi B

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Dec 5, 2020

What a great learning experience! I recommend this course to everyone who's even remotely considering it.

创建者 Rahil

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Sep 30, 2020

I had a lot of fun while doing this course and I am grateful to have been given the opportunity to do it.

创建者 Shalonda J

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Aug 21, 2020

The professor was clear and easy to understand. The modules were informative and provided great concepts.

创建者 Maria L

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Apr 18, 2020

Great course! I have learned a lot! I would appreciate if the teacher will record more courses in future.

创建者 Vishnu K B

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Apr 10, 2020

It will totally change your perception of the way how you look at brands and a great learning experience.

创建者 Stephanie P

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Jun 28, 2022

Best course ever! It is very worth it and the teacher explains everything in a very clear way. Loved it!

创建者 srushti k

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May 12, 2022

Excellent course for beginers who wants to understant business brand and behaviour of any organistaion .

创建者 kuldeep c

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Sep 27, 2020

The Course provides a very Holistic knowledge of brand management including a lot of practical examples

创建者 Farheen S

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May 31, 2020

Professor Nadar teaches in a really good way. He made things simple and I learnt a lot from this course.

创建者 Joris D

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May 23, 2020

Very good course. Great examples from businesses that underpin the key concepts of the course. Thank you

创建者 Eias B

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Jul 22, 2023

Prof. Nader has a great ability to transform difficult concepts into simple, easy-to-understand ideas..

创建者 Danial S

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Dec 27, 2022

It was a wonderful course. Professor Naderi gave me a new perspective on branding. Thank you very much.

创建者 Maria B

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Apr 22, 2022

The course was very educational, the profesor was exceptional. I learned thing i can apply immidiately.

创建者 Sikander N

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Mar 20, 2022

Highly Recommedned for those who really want to learn about Brands in Business and Brands for Business.

创建者 Katrina P V

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Nov 26, 2020

Great course! Learned a lot from the concepts and examples. Gave me a fresh perspective about branding.

创建者 Rajesh M

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Jun 28, 2020

Great course, I got a very good knowledge of the brand and will see every brand as a living identity :)

创建者 DIMA M

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May 2, 2020

It was an amazing course, I am very glad I took it. I wish I could study at LBS and meet Mr. Tavassoli.

创建者 Chakshu G

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Oct 2, 2019

The professor explained it really well. Also the assignment questions made it a really good experience.

创建者 John D

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Mar 11, 2022

excellent course very informative. the utility for the teachings are clear for real world application

创建者 Carlos A P P

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May 24, 2021

Excelente curso. Lo recomiendo 100%. El profesor domina el tema verdaderamente y utiliza muchos casos.

创建者 Susan S F M

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Feb 28, 2021

More than grateful, an excellent course the teacher cool this explanation ans his videos reality great

创建者 Terje L

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Nov 15, 2020

It gives you clear understanding how to align your business, brand and peoples behaviour. I reccomend.

创建者 Alejandra D

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Aug 13, 2020

Excelente curso cuando quieres aprender acerca de la administración de la marca en términos generales.