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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: 562
Рецензии: 198

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

RA

Aug 25, 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.

DO

Feb 04, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

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51–75 из 196 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Amit D

May 22, 2019

Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.

автор: Carlos E R

Mar 22, 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

автор: Mary C A

Jun 15, 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

автор: KK S

Aug 18, 2018

A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum

автор: Indranil G

Oct 16, 2019

There were innumerable errors, typos in the transcripts of all the modules throughout the course. I don't think that is acceptable of a platform like Coursera.

автор: Evangelia N

Jan 25, 2019

Excellent course. It really gives you the essence of branding and makes you see brands from a different perspective. The assignments are an amazing exercise.

автор: Chukwu I I

Jan 30, 2020

this course was very insightful and has made me more aware on how to manage a brand. recommend this course for all brand and product marketing experts

автор: Jaime B G

Aug 27, 2019

Very concrete course, I truly learned something. Interviews can get a bit boring sometimes. But the lessons learned are pure gold. Highly recommended.

автор: Charlotte B

Sep 04, 2019

Such a great professor and interesting, well-designed certificate! Fantastic interviews and case studies to keep the course interactive! Thank you!

автор: madhavi m

Jul 29, 2018

This course is very helpful if you want to understand the basics of the topic. Using relevant examples and cases really helped drive the content.

автор: Carlos A C

Nov 12, 2019

Not only will you learn a lot, but it will also shine a light on your career path. Professor Tavassoli has done an amazing job with this course.

автор: Rahul G

Dec 12, 2019

This course is fantastic, it clearly brings out concepts of brand management and a brand promise can be delivered.

Very well structured course.

автор: Rahul B

Jan 06, 2020

Absolutely amazing course. Please add some example problems in the last section, so that students can actually calculate some brand metrics.

автор: Thelma N W

Mar 04, 2019

A new way of working with brands. Every marketing, HR or C-level professional should understand these concepts and apply them, immediatly.

автор: Hanson N

Aug 19, 2019

The course was very insightful and well delivered with relevant case studies, book and references. Highly recommended for entrepreneurs.

автор: Sandra A

Oct 26, 2019

Fresh light on brand management, interviews with representatives of top companies, simple but yet very interesting practical examples.

автор: Manoj D L H T

Nov 26, 2018

Very organized and informative course. All the concepts are very important for, me to draw a good rout map of my prospective carrier.

автор: Agus T

Apr 05, 2019

Thank you so very much for making this course available for me to take online. I learned a great deal and the course is informative.

автор: Gurmehar S

Dec 07, 2019

The modules in the course are well thought out and cover nearly everything one needs to expand their knowledge of brand management.

автор: Rana D

Nov 03, 2019

I think this course is quite effective to understand brand management and behaviour. There are lots of sample to understand better

автор: Emmanuel M

Apr 24, 2018

This course changes the way that I view branding. It make me realize the need to put more effort into establishing a better brand.

автор: Siddesh K I

Oct 22, 2019

One of the very best to actually understand how brands must be perceived and handled in the modern-day business environment!

автор: André B

Jul 10, 2019

Nader makes a fantastic job explain everything in a very smart and easy to understand way. Loved every minute of it, thanks!

автор: Antonio P A

Jan 17, 2019

Excellent course! Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

автор: Paula B P

Jul 12, 2019

It was a really easy going course. The approach was very well developed and I applied a lot of concepts to my own business.