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Вернуться к Brand Management: Aligning Business, Brand and Behaviour

Отзывы учащихся о курсе Brand Management: Aligning Business, Brand and Behaviour от партнера Лондонский университет

4.9
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Оценки: 3,951
Рецензии: 1,547

О курсе

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.”...

Лучшие рецензии

AS
16 мар. 2021 г.

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.\n\nVery insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

SS
19 апр. 2020 г.

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!

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226–250 из 1,540 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: David T

29 янв. 2021 г.

An exceptionally well structured, presented and very manageable introduction to Brand Management. Professor Tavassoli's approach really engages course participants. I work in international education and this has proven to be a very useful and interesting insight.

автор: Malik B A K

23 авг. 2020 г.

I really enjoyed this MOOC. I thought it was well planned and layed out, easy for me to follow. The work load (H.W. & Quiz) was just enough, so i could finish everything with enough time, learn about the topics and not feel over loaded and rushed. it was Awesome.

автор: IVAN B

24 нояб. 2020 г.

Precious course, catered to seasoned professionals in marketing and executives. Deep-dive into brand value and brand management. Interesting concept of employee-based brand equity and filled with high caliber interviewees from some of the most admired companies.

автор: Liliana P

16 нояб. 2020 г.

Thank you Professor Tavassoli for this amazing course and to share with me your knowledge. Great compliments for your preparation and professionality. I really appreciated your lessons and explanations.

Hope to have the possibility to follow many other courses!

автор: Holly G

13 мар. 2021 г.

Really interesting course with a good variety of information on branding, marketing and business strategy. The inclusion of interviews with CEOs and marketers from a variety of different external companies really helped to add context to the subjects discussed.

автор: Jugjot S W

26 мая 2020 г.

In a short MOOC, this course is perfectly curated to make one understand the various stages of Brand building & the nuances that make the same happen! Thank you Prof Nader for putting this amazing course together! Recommend for any brand building enthusiast ...

автор: Madalene G

16 июля 2020 г.

Professor Nader Tavassoli does a wonderful job of explaining important Marketing and Branding practices while also keeping the course very engaging. I highly recommend this to anyone who is interested in the business field-you will learn valuable information!

автор: Veronica F

6 июля 2020 г.

It was a great course, I learned a lot, and for me is very helpful that every concept had a real-life example, I will develop everything I learned in the company I work with, I obtained great ideas from this course! And now I'm a fan of London Business School!

автор: Gabriel G

23 июня 2020 г.

I've been working in the marketing field for 8 years and this course completely shifted the way I looked at branding, and how I do things at the office. While the course does not offer much guidance on techniques, the mind-shift was worth it. Thanks to Nader!

автор: Sanjay P

16 мая 2020 г.

This course takes you through the dept of the brand management right from business till behavior with many different frameworks

This course is holistic in its approach and interviews with CEO of few companies adds practical values to the theoretical concepts

автор: Lara P

5 июля 2020 г.

I thoroughly enjoyed the lecturer's openness and expanse knowledge of the marketing field. Would love to be in a lecture hall and to engage even more. It was very insightful and very interesting. Definitely can see myself leaning towards a marketing career

автор: Kunika

29 июня 2020 г.

The MOOC on Brand Management was very insightful. Our instructor Nader Tavassoli provided multiple practical, relatable examples to take us through the concepts. The interviews with various industry experts was engaging. Thanks, for a wonderful experience.

автор: Ilias A

11 апр. 2021 г.

Great course

Intresting,Engaging,you can finish it without much effort if you want but it fullfils its full potential if you think about the concepts and analyse them with your own examples.

Mr Nader Tavasolli was great at passing knowledge to his students.

автор: nadia r

31 авг. 2020 г.

It's really helpful. I'm not learning about brand and business related in my college, this is really helpful for me to learning something new. Because I want to make a brand someday, and this course help me to understand about the business and brand more.

автор: Abigail A

4 июня 2020 г.

This course really helps me to understand the importance of brand management, how to build a brand, and maintaining the brand. The teacher also gives the materials in easy way, easy to understand, and giving a real life example of a brand in every module.

автор: Manuela G

23 июля 2020 г.

I learned a lot doing this course. The material was well explain and the additional readings was a fantastic way of supporting the content of the course. The instructor explained everything in a concise manner.

I would definitely enroll in another course.

автор: Doris M C

3 июля 2020 г.

I am truly grateful for this great opportunity -- I learned so much and the course even encourages me to take my learning and growth another step further. Thanks a million to Prof. Nader for taking the time to share his wealth of knowledge to the world.

автор: Maggie L

16 мая 2020 г.

Great refresher for professionals working in marketing. Great video case studies, I thoroughly enjoyed this course. Prof. Nadal is very engaging and I enjoyed his interpretation and examples he used throughout the different modules. Truly recommend this.

автор: Yong S S

24 мар. 2019 г.

Really changed my mindset of Brand management itself.

And really made me think about but Brands truly mean and what my role is actually.

Thank you very much for the MOOK it was very inspiring, and I hope I can really transform this into the work that I do

автор: Lisa

21 мая 2020 г.

I really enjoyed this course, Super Informative and the professors explanations did not leave room for misunderstandings! I've honed my skills and will be looking out for more courses aligned with my goals!

All the best to everyone and thank you so much!

автор: Catherine S

19 мар. 2021 г.

This course has given me an insight into what Brand Management is. Prof Nader Tavassoli delivered the modules in a very interesting way with lots of examples and interviews. I definitely would recommend this course to anyone interested in this subject.

автор: Mia G W

31 янв. 2021 г.

What an incredible course. This really helped me learn what goes into a brand, how to build and create a brand experience, and how to measure brand metrics. Thank you to the University of London and Professor Tavassoli for putting this course together!

автор: Naresh K S

24 янв. 2021 г.

I took up this course as I was assigned to a branding project for the company I am associated with. The way all the concepts are explained is really practical. After this course I am taking some actionable inputs to implement. It is highly recommended.

автор: SAH A

21 окт. 2020 г.

Excellent course, great tutorials and knowledgeable tutor. He makes the course and learning easy and interesting which keeps the student curious to know what's coming up in the next lesson. The lessons motivates the students to stick to this course.

автор: Kathryn F

12 окт. 2020 г.

Challenging and interesting summary of branding. This course is helping me take direct action to my work, bringing alignment across silos. I have a clearer vision of where I need to start making changes, and where I want the organization to end up.