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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

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

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!

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.

Фильтр по:

951–975 из 1,537 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Prarthana

27 апр. 2020 г.

One of the best MOOCs I've ever attended. Brilliant course!

автор: Paula C P

25 мар. 2020 г.

Excellent course to be introduced in the world of branding!

автор: Esteban

28 дек. 2019 г.

Great course !!! I enjoyed a lot. It was a value journey =)

автор: Alexander R

11 окт. 2019 г.

Great introductory course to branding and brand management.

автор: Renāte Ķ

7 дек. 2020 г.

High quality and very applicable course. Enjoyed it a lot!

автор: Advance C B

21 нояб. 2020 г.

Excellent Course, this course will very well put together.

автор: Emre K

10 нояб. 2020 г.

quite an instructive course. you should definitely try it.

автор: Karen A G

26 авг. 2020 г.

This was an awesome experience for me! Highly recommended!

автор: SRUSHTI K

15 июня 2020 г.

Highly recommend this to get a deeper insight on Branding!

автор: Massimo M

24 мая 2020 г.

Excellent course, thank you very much professor Tavassoli.

автор: Alberto P

12 мая 2020 г.

very good course for marketing strategy, business strategy

автор: Irene K

22 апр. 2020 г.

This course helped me start up my own brand and manage it!

автор: HARSHIT S

17 апр. 2020 г.

i am in love with the content they provide in this course,

автор: Eric F

12 февр. 2020 г.

It was my first MOOC and every week it was a new discovery

автор: NEHA M

14 июля 2019 г.

Really amazing course and very well taught by Prof Nader!

автор: Franco G A

11 июня 2019 г.

Very useful, information is up to date and very insightful

автор: Arianne W

16 авг. 2018 г.

Great course; eye operners and new ways to look at things!

автор: meiske a u

23 дек. 2020 г.

I think Coursera has a very good for upgrade skill talent

автор: Apoorv G

3 авг. 2020 г.

This was one of the best online courses i have ever seen.

автор: Francesca A

13 июля 2020 г.

It's very interested and I learnt muchc important concept

автор: Galina M

12 июня 2020 г.

Great course and a very positive approach of the teacher.

автор: Raffaele L

2 мая 2020 г.

Thank you to Professor Nader Tavassoli, amazing lectures!

автор: Dhaval K B

8 мар. 2019 г.

great deal of learning about business,brand and behaviour

автор: mahnoor

5 февр. 2021 г.

Thank you to professor. It helped me a lot in my career.

автор: Stephy S

14 сент. 2020 г.

Great experience of learning.Thank you Sir.