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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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7,777 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.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

筛选依据：

1826 - Brand Management: Aligning Business, Brand and Behaviour 的 1850 个评论（共 2,778 个）

创建者 Charuka A

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Sep 4, 2020

Very easy to understand. Highly recommended

创建者 S.M.Imran H

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Aug 9, 2020

Nice Journey with the mentor in this course

创建者 rohit s

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Jun 19, 2020

Professor Nader Tavassoli is simply superb.

创建者 Marcellinno F d C

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May 9, 2020

Such an amazing course! Thank you Coursera!

创建者 AZ C

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Mar 30, 2020

Highly relevant for marketing professionals

创建者 Yang M

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Dec 29, 2019

It's the best branding course i had so far.

创建者 Stuart L

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Jan 17, 2019

Outstanding and really enjoyed the content!

创建者 Givens B

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May 23, 2025

It's been an amazing boost to my career 🙌

创建者 Vihaan J

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Nov 9, 2024

Really enjoyed the course and learnt a lot

创建者 Bandile M

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Oct 9, 2024

Very insightful, very good taught me alot.

创建者 AJINKYA C

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Jun 17, 2023

best course to know about Brand management

创建者 Ana I G

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Jan 29, 2023

Really interesting and very easy to follow

创建者 Hansel G

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Oct 31, 2022

Excelente curso , lo puedo recomendar 100%

创建者 Anichebe T

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Aug 8, 2022

the course was well structured and taught.

创建者 Kidd K

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Jun 22, 2022

informative. innovative & entreprenurial.

创建者 Ridhima K

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Apr 3, 2022

So hapoy have achieved this that too from

创建者 Sarah B

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Jan 10, 2022

Good course, very engaging and beneficial.

创建者 Bùi T T L

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Nov 9, 2021

Very useful and informative

Many thanks!!!!

创建者 Muhammad A

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Jan 8, 2021

Course is pretty skillful. I appreciate it

创建者 Ruta J

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Oct 12, 2020

Insightful course, gave me some new ideas.

创建者 Jordan H

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Jun 29, 2020

Very insightful and a wealth of knowledge!

创建者 Lynn T

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Jun 21, 2020

Love gleaning from Prof. Nader! Thank you!

创建者 ANUSHKA J

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May 9, 2020

An amazing MOOC. Thanks to the instructor.

创建者 AKSHAY K P

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Apr 17, 2020

Well explained concepts with apt examples.