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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: 3,972
Рецензии: 1,558

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!

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!

Фильтр по:

1001–1025 из 1,552 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Anzar M

8 апр. 2020 г.

Exceptional faculty. Waiting more from Nader Tavassoli

автор: Evgeniy G

7 янв. 2021 г.

Very good course, with many materials and structured.

автор: Rachit W

8 дек. 2020 г.

Good explanation, different from traditional branding

автор: Elizabeth M

23 окт. 2020 г.

Excellent course, easy to follow, great case studies.

автор: Pravarti B

18 сент. 2020 г.

It was perfect. Many new things to learn. Go for it..

автор: Jagadabhi R g b

12 авг. 2020 г.

It was an amazing experience and I have learnt a lot.

автор: Dwaipayan B

8 мая 2020 г.

The professor is a legit nigglet. I loved it mah man.

автор: Haifa A

1 окт. 2020 г.

I learned a lot from this course, thank you so much!

автор: Wage D

9 июня 2020 г.

This course is totally insightful for me. Thank you!

автор: Sandeep K

3 июня 2020 г.

Great learning by examples and practical Interviews.

автор: Wong C H

23 апр. 2020 г.

It is worthy for me to learn about Brand Management.

автор: Cristina S

4 нояб. 2018 г.

Amazing approach in branding, I highly recommend it.

автор: Ashutosh s

20 мар. 2021 г.

from this module, i have learnt practical examples.

автор: B. I W

12 нояб. 2020 г.

This course is very helpful for beginner. Thank you

автор: Indrajeet V A

1 окт. 2020 г.

This course added great value to my overall career.

автор: ABIOLA O O

28 сент. 2020 г.

Very Insightful, Expository, and Thought-provoking.

автор: Rajesh.R

19 авг. 2020 г.

Excellent Course. Lots of Knowledge Gained from it.

автор: achyut k

8 июля 2020 г.

There is so much to learn in this course. Thank you

автор: 11 A G

19 июня 2020 г.

it was awesome journey during completion of course.

автор: Vivek B

22 февр. 2020 г.

Awesome course, I thoroughly enjoyed the experience

автор: Sanjana K

11 мар. 2019 г.

Excellent explanation with understandable examples.


21 апр. 2021 г.

Iit's very useful and I learned so many new stuffs

автор: Hashmat N

9 февр. 2021 г.

Great course and well explained by professor Nader

автор: kenji s

14 дек. 2020 г.

Enjoyed this course immensely thank you professor!


2 нояб. 2020 г.

its been really fun to study with coursera