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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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7,777 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.

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：

1726 - Brand Management: Aligning Business, Brand and Behaviour 的 1750 个评论（共 2,778 个）

创建者 Hashmat N

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Feb 9, 2021

Great course and well explained by professor Nader

创建者 kenji s

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Dec 14, 2020

Enjoyed this course immensely thank you professor!

创建者 AURELLIA G D

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Nov 2, 2020

its been really fun to study with coursera

thankyou

创建者 Julia C L

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May 8, 2020

It was an amazing course. I learned a lot. Thanks!

创建者 Begüm K

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Feb 24, 2020

this course was very explanatory,i've learned alot

创建者 Georgios T

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Dec 1, 2018

A very useful guide for branding. Simple and clear

创建者 Indo H T a T

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Jul 17, 2025

It was very well explained with lot of insights .

创建者 Melis Y

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Oct 13, 2024

Very educating, very interesting and masterpiece!

创建者 Esther P R

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Jun 30, 2022

Thank you Professor Tavassoli. Excellent course.

创建者 Tonzock A

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May 11, 2022

Prof Nader was great. The content very insightful

创建者 Quỳnh D

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Dec 22, 2021

this course is so meaningful for me. Thanks a lot

创建者 Вадим Г

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Dec 11, 2021

This course changed my world!!! Thank you, Nader.

创建者 Paula G M

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Feb 15, 2021

Really interesting course and amazing instructor.

创建者 JEROME S T

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Dec 6, 2020

this course is very knowledgeable and interesting

创建者 Shivam S

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Nov 4, 2020

Widen my perspective about Brand structure a lot.

创建者 Bachtt

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Oct 6, 2020

The course is practical and the Professor is good

创建者 adeola a

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Aug 27, 2020

This course has been exceptional and mind blowing

创建者 Nivetha. R

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Aug 25, 2020

it was good platfrom for learning in all students

创建者 Rahul S

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Jun 15, 2020

It was an amazing course and was very insightful.

创建者 Namrata S

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May 4, 2020

Best teaching , very beneficial and best course .

创建者 Paula A L

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Nov 28, 2019

Muy completo, interesante y realmente provechoso.

创建者 Aditya J W

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Oct 25, 2019

Really helps to undertand things done to a brand.

创建者 chaska

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Mar 3, 2024

i wish they talked more about consumer behaviour

创建者 Pamela N

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Oct 14, 2023

Amazing Course With An Amazing Educator Dr.Nader

创建者 Romesh C

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Feb 16, 2023

excellent stuff. you can gain maximum out of it.