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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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7,743 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：

1501 - Brand Management: Aligning Business, Brand and Behaviour 的 1525 个评论（共 2,770 个）

创建者 Andres F C F

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Jan 18, 2021

Great experience. Magnificent way to communicate concepts. Thank you

创建者 Cate F

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Dec 3, 2020

Great course, I really liked it. Has incredible topics and examples.

创建者 Prashant T

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May 25, 2020

Great course for any one wanting to learn how great brands are made.

创建者 Ravi K D

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May 13, 2019

Thought provoking, and full of action items. Loved the challenge !!

创建者 Jacqueline C

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Jan 29, 2019

For marketing people, this is a great course to change your mindset!

创建者 Chidi O

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Dec 31, 2024

This course was exceptional for me. Really made my year. Thank you

创建者 Юлия В

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May 31, 2024

Excellent course with plenty of examples and good theoretical base!

创建者 Sadhana M K

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Jun 29, 2023

i like this course because of the marketing Mix the course was good

创建者 Adebowale S

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Feb 18, 2023

This course is well explained. The instructor knows his onions 100%

创建者 Mirza H S

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Dec 18, 2022

This Course is great opportunity for learning and boost your skills

创建者 Anjani S S

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Sep 21, 2022

Very interesting course, and very well delivered by the instructor

创建者 Vivian O

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Jul 23, 2022

I am grateful that now iI can continue learning, thanks to cousera.

创建者 Ketaki B

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Jan 17, 2021

Provides a modern approach to traditional brand management notions.

创建者 Onah D

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Jan 8, 2021

Truly informative and empowering... Made me a better brand manager.

创建者 parassingh t

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Jul 11, 2020

I learned a lot from this course and it change my view for branding

创建者 Nikhila R R

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Jun 24, 2020

Great content and wonderful explanation by Prof. Worth every penny.

创建者 Drobyshevski A

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Mar 10, 2023

Good approach for managind experiences for customers and emploees!

创建者 Samuel O

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Nov 20, 2022

The course was very informative and the presentation was excellent

创建者 Marcelo C

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Oct 21, 2022

Many thanks you very much to all involved on this terrific course

创建者 Santee G

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Jun 10, 2022

Great course with international content, Instructor was Fantastic!

创建者 Luis L S

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Aug 16, 2021

Top class teaching and course quality, It was beyond expectation !

创建者 Paola B

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Aug 9, 2021

Great course full of interesting insights: perfect for beginners.

创建者 Dmytro P

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May 17, 2021

Great course with really insightful information. Highly recommend.

创建者 Vidhi S

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Oct 23, 2020

Great, learn new things... get knowledge about brand management...