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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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7,786 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：

1401 - Brand Management: Aligning Business, Brand and Behaviour 的 1425 个评论（共 2,777 个）

创建者 Ali C A

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Jan 30, 2022

It has been very effective course about brand management and brand valuation.

创建者 Bancomiwe M

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Jun 14, 2021

Well research concepts were shared during this course, I highly recommend it.

创建者 Margarita S

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Nov 29, 2020

Great course! Very interesting information, high quality of visual materials!

创建者 Nève F

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Nov 7, 2020

Course very interesting and clear ! It was a pleasure to follow this course !

创建者 Dr. R P

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Oct 25, 2020

Excellent course with excellent material and excellent faculty, Nadell Rocks!

创建者 Rimsha T

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Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

创建者 VIPIN M V

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Sep 20, 2022

Excellent Course for Professionals dealing with Brand and Brand Management!

创建者 abiram k

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Jun 2, 2022

VERY USEFULL COURSE IT WILL ADD WEIGHT TO MY RESUME.IT IS REALLY INFORMATIVE

创建者 Sachindra S

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Feb 6, 2022

Very insightfull on the role of Brand in the Business and customer ecosystem

创建者 erfansharifi

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Jun 28, 2021

An excellent and deep course to get acquainted with the concepts of branding

创建者 Nkosing'phile M

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May 13, 2021

A very good cause for a beginner and the lecturer is an excellent teacher!!!

创建者 Deleted A

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Oct 11, 2020

Truely the best course on coursera, what a professor, what a course, amazing

创建者 jurate

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Oct 9, 2020

it was really good and i learned a lot about how business brand and behavior

创建者 Nidhi R

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Sep 7, 2020

Amazing learning experience.It inculcates a passion for managing the brand:)

创建者 Santosh k S

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Jun 27, 2020

I really love this course. now I can thinking to launch a product in market,

创建者 Kopal S

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Jun 25, 2020

Very informative and a real eye opener in terms of how we approach branding.

创建者 Katarzyna K

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Jun 9, 2020

Brilliant course beautifully explained by the professor. Highly recommended.

创建者 Manuel G

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May 2, 2020

This course changed my mindset, amazing content and the professor is awesome

创建者 Victor A

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Apr 29, 2020

Very resourceful course, a great opportunity I will forever be thankful for.

创建者 Suhasini G

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Jun 3, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

创建者 Diogenes R

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Aug 5, 2025

One of the most incredible courses I have access recently, thanks for that!

创建者 Delphine U

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Jul 25, 2025

One of the best, I learned a lot and I now have a differet view on branding

创建者 E D

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Dec 26, 2024

Wonderful instructor, full of insights, really engaging! Thank you so much!

创建者 Uwem E

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Oct 13, 2024

One of the best courses for students aspiring for business studies program.

创建者 Catelyn Y

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Feb 16, 2022

I love how lecturer explain clearly and with clear examples and scenerios.