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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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7,747 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

SS

Apr 19, 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

SS

Oct 22, 2020

Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.

筛选依据：

1601 - Brand Management: Aligning Business, Brand and Behaviour 的 1625 个评论（共 2,778 个）

创建者 Leonardo T

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Jun 18, 2022

great course! I learned a lot things and concepts! Thanks!

创建者 Andrea M

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Feb 25, 2021

A brand new perspective, and a lot of interesting concepts.

创建者 Kayahan A

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Nov 16, 2020

Many thanks for all experience. Great course and materials.

创建者 LAM F Y I

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Jun 1, 2020

Very good inside-out angle of branding. It changed my mind.

创建者 Prarthana

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Apr 26, 2020

One of the best MOOCs I've ever attended. Brilliant course!

创建者 Paula C P

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Mar 25, 2020

Excellent course to be introduced in the world of branding!

创建者 Esteban

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Dec 28, 2019

Great course !!! I enjoyed a lot. It was a value journey =)

创建者 Alexander R

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Oct 11, 2019

Great introductory course to branding and brand management.

创建者 Muhammad R P

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Jan 29, 2024

Good Course for me. Thanks, Coursera and instructors team!

创建者 Adiatma K

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Aug 6, 2023

amazing experience! Prof. Nader is an outstanding teacher!

创建者 Abdelrahman A

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Nov 12, 2022

Making you aware of everything related to building a brand

创建者 Samantha N

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Jul 19, 2022

Deeply insightful and delivered in a highly digestable way

创建者 Jain D

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Mar 29, 2022

worth learning, have successfully learned many new things.

创建者 Eka D

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Feb 19, 2022

I really learn many things regarding brand management here

创建者 Bárbara P

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Sep 12, 2021

Great course, useful insights and key take aways to apply!

创建者 HITESH B

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Aug 11, 2021

Fantastic course. Mr. Nadar's teaching style is the best!!

创建者 Valentina G L

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Jun 24, 2021

Excellent course, very clear explanations and very dynamic

创建者 Renāte Ķ

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Dec 7, 2020

High quality and very applicable course. Enjoyed it a lot!

创建者 Advance C B

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Nov 21, 2020

Excellent Course, this course will very well put together.

创建者 Emre K

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Nov 10, 2020

quite an instructive course. you should definitely try it.

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!