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学生对 University of London 提供的 Brand Management: Aligning Business, Brand and Behaviour 的评价和反馈

4.9
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.

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776 - Brand Management: Aligning Business, Brand and Behaviour 的 800 个评论(共 2,778 个)

创建者 Harsh M

May 5, 2020

This was my first Coursera Course and the experience is just amazing.

Thanks to London Business School and Professor Nader Tavassoli for this amazing MOOC.

创建者 Lucas E

May 3, 2020

A Masterclass delivered by Professor Nader Tavassoli, I can't thank enough for his obvious vocation for teaching and great ability to convey his knowledge

创建者 Grégoire W

Jun 12, 2025

Very useful course for any communication profesional who wants to go deep in the subject of corporate branding, with both concepts and operational ideas.

创建者 IFEANYI A

Sep 23, 2022

Very useful course in our today world and moreso, an excellent lecturer who made the course so interesting and worthwhile. thank you so much Prof. Nader.

创建者 Yogesh P

Feb 4, 2022

A very engaging learning course and Professor has exceptionally well explained about brand alignment with business, brand purpose and behaviour alignment

创建者 rudra r

Jan 4, 2022

ITS WORTH LEARNING COURSE TO UNDERSTAND BRAND AND ITS BEHAVIOR , BUINESSCONCEPT ALSO WELL EXPLAINED ... THANK YOU Prof. NADER AND FOR HIS RENTLESSEFFORTS

创建者 Cristiane H

May 16, 2021

A coherent course about how brand management is a key element both externally and internally, and more than just what a brand looks like and sounds like.

创建者 Khalifa A

Apr 21, 2021

Excellent Course. Am looking forward to enrolling for this course further and improve my skills. Looking forward to being a CEO some day. So help me God!

创建者 Catherine S

Dec 3, 2020

Great course, I especially appreciated the weekly assignments, getting feedback from my peers, it was a really great course, I would highly recommend it.

创建者 Sabine O

Oct 25, 2020

I enjoyed this course so much! Lots of learnings and the instructor explains the ideas so well and gives great examples! Thank you for this great course!

创建者 Srishti V

Oct 7, 2020

This was my first course on coursera. I simply loved it. The professor teaches the concept very well. The assignments are fun. A big thumbs up. 10 stars.

创建者 London T

Aug 2, 2023

Great course and very informative! It is perfect for those who want to get started or need a refresher in the

world of branding and effective marketing.

创建者 TANMAY M S

Oct 5, 2022

Such a great course. The trainer is very very good. I have learned a lot of things, which will be very useful for my professional career. Thanks to all.

创建者 nhatminh n

Apr 10, 2022

This course really opens my mind about what you really need to do to deliver your brand in the most successful way to your customers. Thank you so much!

创建者 Agha A M

Jan 6, 2022

This course enlighten the ways to success , stay blessed and thankful to our instructor Mr. NADER TAVASSOLI may all the worries wipe out from your path.

创建者 Lê T H M

Aug 13, 2021

This course provides lots of informative concepts for me to understand the brand well. Thank the Professor for teaching us dedicatedly and thoughtfully.

创建者 Sonia D

Aug 2, 2021

This was a very informative course with many practical applications. I'm looking forward to using the things I've learned in my daily work. Well done!

创建者 Teresa R

Feb 15, 2021

I think it's quite helpful for me to think of branding from a new perspective. and it really makes me begin to be aware of the importance of "alignment"

创建者 Ramesh G

Sep 3, 2020

Excellent Course!! Superb articulation and excellent explanation by Prof Nader Tavassoli.

It is a must for all the aspiring leaders in Marketing & Sales.

创建者 Rajanish K

May 28, 2020

It’s been a wonderful journey of knowledge, the concepts are very useful and important from the management perspective. I have learned a lot. Thank you.

创建者 DUNG T P

Jan 26, 2021

This course is excellent. Thank you LBS so much. i have learnt a lot information about Branding Management, which helps me so much on my business plans

创建者 Hemalatha N

Sep 22, 2020

Thank you......this MOOC was very interesting, current and relevant. Found the content to be practical - addressing real world challenges in branding.

创建者 Hekandjo R S

Aug 24, 2020

This course was very informative and helpful. I have already started applying what i have learned in the course to my business brand. Thank you so much

创建者 Aamir S

Jun 1, 2021

Helped me revise what I learned in Uni and also touch new point. Nader is great instructor and conducted the course in a very informative and fun way.

创建者 Santhosh W

Mar 8, 2021

Amazing course. Professor Tavassoli has done an outstanding job creating a course that is very structured, easy to follow, educational and insightful.