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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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7,742 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：

1701 - Brand Management: Aligning Business, Brand and Behaviour 的 1725 个评论（共 2,770 个）

创建者 Iñaki D d R

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Nov 1, 2021

Easy to understand. Insightful. Full of examples.

创建者 David M

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Jun 25, 2021

ONE OF THE BEST LEARNING EXPERIENCE EVER THANK YOU.

创建者 Ashutosh s

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Mar 20, 2021

from this module, i have learnt practical examples.

创建者 B. I W

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Nov 12, 2020

This course is very helpful for beginner. Thank you

创建者 Indrajeet V A

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Oct 1, 2020

This course added great value to my overall career.

创建者 ABIOLA O O

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Sep 28, 2020

Very Insightful, Expository, and Thought-provoking.

创建者 Rajesh.R

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Aug 19, 2020

Excellent Course. Lots of Knowledge Gained from it.

创建者 achyut k

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Jul 8, 2020

There is so much to learn in this course. Thank you

创建者 ANUBHA G

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Jun 19, 2020

it was awesome journey during completion of course.

创建者 Vivek B

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Feb 22, 2020

Awesome course, I thoroughly enjoyed the experience

创建者 sanjana r

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Mar 11, 2019

Excellent explanation with understandable examples.

创建者 shalini j

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May 13, 2025

The instructor is amazing, so smart and confident.

创建者 Harsh v T

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Jul 15, 2023

full of knowledge and help anyone to posses skills

创建者 Kene O

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Oct 19, 2022

LEARNT A WHOLE LOT OF THINGS CONCERNING BRANDING.

创建者 Alaa J

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Sep 27, 2022

You will learn new ways of thinking about branding

创建者 Gagan S

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Jan 29, 2022

Thank you so much Nader. Great learning experience

创建者 Anuradha P

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Jan 18, 2022

Nice course for understanding brand its management

创建者 Ramuthu S

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Aug 29, 2021

Gained a lot of knowledge about Brand Management !

创建者 zubin s

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Jul 5, 2021

great insights on brand, businesses and behaviour.

创建者 Evangeline S

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Apr 20, 2021

Iit's very useful and I learned so many new stuffs

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