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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：

1851 - Brand Management: Aligning Business, Brand and Behaviour 的 1875 个评论（共 2,778 个）

创建者 Anton B

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Mar 30, 2020

A good skills, professor good at marketing

创建者 Lee Z X

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May 5, 2022

Informative and theory centric with story

创建者 Keira C

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Nov 9, 2021

Very in-depth view into brand management.

创建者 Austyn H

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Feb 23, 2021

Learnt alot really awesome course,

Thanks

创建者 AHMAD D

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Nov 3, 2020

I get a new knowledge and its very useful

创建者 Russell G

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Aug 14, 2020

Professor Nader Tavassoli was brillant !!

创建者 Nidal A

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Aug 7, 2020

Great Job Dr. Nader Tavassoli. Thank you!

创建者 Somnath R C

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May 20, 2020

OSWAM EXPERIENCE COMES COURSES BEHAVIOUR

创建者 Aishwarya R

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Oct 8, 2019

Great course! I learnt a lot. I loved it.

创建者 Iliyas N

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Aug 15, 2023

Excellent organized and very informative

创建者 James L

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Nov 15, 2022

Absolutely awakening, highly recommended

创建者 Violina O

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Jun 3, 2022

Amazing , so interesting and very useful

创建者 Stefano D G

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Jan 6, 2022

Great course, interesting and inspiring!

创建者 San T A

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Dec 5, 2021

achieved insights about brand management

创建者 8FEET

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Oct 25, 2021

Nader Tavassoli is an admirable teacher.

创建者 Yuliia B

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Sep 20, 2021

It's my second best course at coursera!

创建者 OKE O

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Aug 29, 2021

Highly Educative, A boost for my career!

创建者 Burcak C

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Mar 25, 2021

It was incredible experience! Thank you!

创建者 abeer A

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Feb 28, 2021

thank you so much, prof. Nader tavassoli

创建者 Anshul A

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Dec 20, 2020

It's very informative and well designed.

创建者 Kaustubh G

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Sep 12, 2020

Learned a new concept :signature pricing

创建者 Hafiz S

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Sep 7, 2020

One of the best courses I have attended!

创建者 Tarun S

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Aug 14, 2020

Excellent instructor and great learning.

创建者 Poornima P

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Jul 6, 2020

Its a great course.I completely loved it

创建者 Benjamin L

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Jun 19, 2020

Very good concepts and insights on Brand