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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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7,739 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

May 24, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

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!

筛选依据：

1901 - Brand Management: Aligning Business, Brand and Behaviour 的 1925 个评论（共 2,770 个）

创建者 CHIBUZOR A A

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Jul 12, 2022

The course is engaging and educative.

创建者 Christou P

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Aug 23, 2021

Interesting course, Great instructor

创建者 Iris C

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Feb 2, 2021

very interesting with lively examples

创建者 Marina I

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Jan 9, 2021

very interesting and full of examples

创建者 Jurgita

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Nov 3, 2020

Very interesting and valuable course.

创建者 Brian M

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Oct 15, 2020

Fantastic Fantastic Fantastic Course!

创建者 Kirill M

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Jul 8, 2020

Good course! clear and understandable

创建者 Praful S

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Jun 7, 2020

Amazing course with an amazing tutor.

创建者 Himal C

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Jun 2, 2020

Great Experience and amazing content.

创建者 Janice B

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Jun 1, 2020

Enjoyable course!! Super recommended.

创建者 Syed A A Z

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May 3, 2020

This was the best course or Coursera.

创建者 ABHI K

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Apr 20, 2020

One of the best courses in branding !

创建者 Rahul U

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Apr 19, 2020

Awesome Course and Fabulous Professor

创建者 Vipul B

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Apr 6, 2020

The course was highly knowledgeable !

创建者 Habibur R

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May 1, 2024

One of the best courses on Coursera!

创建者 Cissy C

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Nov 21, 2023

I have learned alot from this course

创建者 Saeed P

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Feb 24, 2023

Thank your professor, it was perfect

创建者 Samuel P

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Dec 21, 2022

The best course I have taken so far.

创建者 Chua H L

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Oct 8, 2022

Very easy to follow and informative

创建者 KHUSHI S

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Dec 30, 2021

Coursera helped me learn new things.

创建者 jaspreet s

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Dec 20, 2021

great course with abundant knowledge

创建者 Renée M

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Aug 24, 2021

great course work and good questions

创建者 Jonathan O O V

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Aug 11, 2021

Excellent professor. Real-life cases

创建者 Ankit S

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Jul 25, 2021

Wonderful Course...Amazing Learnings

创建者 Christine W

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Mar 9, 2021

Excellent professor, great learning!