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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

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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

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!

SS
22 окт. 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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776–800 из 1,537 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Jane A

7 сент. 2020 г.

This is an excellent MOOC to study, its very well explained by Professor Nader Tavassoli.

автор: Mariana D

1 сент. 2020 г.

A gérât course that guides you through the quintessential parts of branding and business.

автор: Wai-Ling L

31 июля 2020 г.

Great course on how strong leadership can elevate a brand by aligning people and purpose.

автор: Parijat S

6 июня 2020 г.

Exceptional lectures and interviews. I am definitely joining London Business School soon.

автор: Nadine L W

9 окт. 2019 г.

An excellent course looking at Branding holistically and providing best practice examples

автор: Braulio G

2 нояб. 2020 г.

Excelente curso, muy completo y un profesor muy capacitado en la materia.

Muchas gracias!

автор: Stuteema k

14 авг. 2020 г.

It was a very good experience . learned a lot , hope i will use the ideas in my work too

автор: Gopal S

31 июля 2020 г.

Very informative, great faculty and gives me lot of inputs to implement in my enterprise

автор: Rounak S

31 мая 2020 г.

The course was very well designed and gave a deep insight into how Brands actually work.

автор: Karen P E T

26 апр. 2020 г.

Muy buen curso, aprendí cosas que son aplicables y que me ayudarán en el manejo de marca

автор: Malvika C

18 дек. 2020 г.

It's a great course. enjoyed the assignments and the lectures. thankyou Nader Tavassoli

автор: Enakshi D

24 авг. 2020 г.

Extremely knowledgeable and effective learnings. It was indeed a pleasant experience :)

автор: Rekha A

21 июня 2020 г.

Great to be a part of this course. All concepts well explained with case studies. Great

автор: Claudia G

7 февр. 2021 г.

It was great! Everything I learned in this course will helping me growth in my career.

автор: Marcela M L F

26 авг. 2020 г.

I loved the program content, excellent professor, and great examples while explaining!

автор: seraarav

10 июля 2020 г.

It was a great experience to learn about "brand management". It was really thoughtful.

автор: Prachi g

6 июля 2020 г.

I really like this course and this course provides me a good knowledge about the brand

автор: Nazgol M

11 апр. 2021 г.

the exceptional course which I strongly advice managers in any department to take it.

автор: Jason H

2 апр. 2021 г.

Branding well explained with the key concepts and tools to manage branding as a whole

автор: fcastilloch

1 мар. 2021 г.

This was a very interesting journey, the professor and the interviews were top-notch!

автор: Brie E

5 янв. 2021 г.

One of the best brand courses I have taken! Fantastic for even experienced marketers.

автор: Denise M

25 нояб. 2020 г.

a very well explained course really usefull also on this particular historical period

автор: Handi S M

4 июля 2020 г.

Very thoroughly and detailed course. I got a lot of new perspective from this course.

автор: Simona L

28 апр. 2020 г.

Very insightful and with many pragmatic examples that makes the brand topic tangible.

автор: Elena G R

9 мар. 2021 г.

Una materia muy interesante, una forma de explicar por parte del profesor excelente.