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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
звезд
Оценки: 608
Рецензии: 220

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

SG

Nov 04, 2019

If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better

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.

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101–125 из 217 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Maria M

Dec 28, 2019

Was really great experience of brand concepts studying. I refreshed my knowledge and learned some new things.

автор: Muhammad W Y

Nov 07, 2018

I have learned too much from this course. Its beneficial in my career.

Thanks a lot coursera

Thanks a lot LBS

автор: Chakshu G

Oct 02, 2019

The professor explained it really well. Also the assignment questions made it a really good experience.

автор: Parishi M

Feb 03, 2020

This was insightful and will actually be applicable in real life unlike theories that can't be applied

автор: María d C O R

Aug 16, 2019

Excelente curso!!! Su enfoque enriquece y amplía la visión de La Marca.

Muchas gracias Nader Tavassoli

автор: Michelle O

Nov 21, 2018

It was a great video for anyone that wants to understand how brands work and how powerful they can be

автор: Carmen H

Mar 25, 2020

This course is really match my career and current task. thank for all concept to enlighten me a lot.

автор: Ömer F Ü

Aug 26, 2019

I really learn many things about branding. Also, Course Instructor is so quete, sweet and old hand.

автор: Muzna S

Dec 26, 2018

Amazing Professor, learnt a lot of new things, with such a different perspective. Thank you Coursera

автор: Kanyanat V

Feb 13, 2019

This course has a lot more to learn and practice, if you really want to understand Brand management

автор: Anwesha B

Sep 07, 2019

I don't think there could be a better course for Branding than this. The instructor is awesome

автор: Prateek G

Jan 05, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

автор: Nadine L W

Oct 09, 2019

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

автор: Fareeda S

Jan 25, 2020

Very beneficial, I learned a lot about marketing and branding. I highly recommend it

автор: priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

автор: Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

автор: Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

автор: Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

автор: Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

автор: Suhasini G

Jun 03, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

автор: Mariia S

Mar 05, 2019

Lot's of insights I've got as well as got practical tools to use in my job

автор: Katie

May 01, 2018

Great course with useful insights. Very well presented and content clear.

автор: filletmeuo

Sep 19, 2019

Very helpful that inspire me to develop my insights on brand management

автор: 王旭峰

Mar 06, 2020

Thank you for your education and inspiration. We will make our impact!

автор: Danut F

Apr 22, 2018

A great opportunity to discover another face of the brand management.