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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: 3,760
Рецензии: 1,469

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

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.

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!

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776–800 из 1,463 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Godson O W

9 июня 2020 г.

This course was well arranged and simplified. A good awareness on Brand Marketing.

автор: Lucas C

10 мая 2020 г.

Awesome MOOC! Helps me out with my business and gives a lot of important concepts!

автор: Maria C G R

20 окт. 2020 г.

excelente curso para profundizar el tema de marca y su importancia en el negocio.

автор: Jamil M

1 сент. 2020 г.


автор: Sikandar Z

11 сент. 2018 г.

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

автор: Pragya R

8 февр. 2021 г.

Nader has explained the concepts very well. I have learned a lot in this course.

автор: Gaurav S

2 дек. 2020 г.

Very Informative and practical based scenario helps to understand course better.

автор: Thanga I S

10 авг. 2020 г.

I absolutely loved the course and I thank Nader Travassoli has done a great job!

автор: Kebbeh T

9 нояб. 2020 г.

Very great course, a better understanding of brand management. Great community.

автор: Amy E U

14 сент. 2020 г.

I enjoyed the course and learned a great deal about the many aspects of a Brand

автор: Emilia R

23 окт. 2019 г.

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

автор: Ritu Y

17 янв. 2021 г.

Excellent course especially for the once who want to start career in branding,

автор: Sonia H

18 окт. 2020 г.

Very motivating and educational the lecturer is knowledgeable and articulative

автор: Tamelyne V T

25 авг. 2020 г.

Thank you so much for an exciting course. I really enjoyed it and learnt alot

автор: Videhi P

13 июля 2020 г.

absolutely loved the course . this is a great course for a beginner and worth

автор: Алина Б

16 июня 2020 г.

Great Marketing Course! Very useful info, a good teacher and interesting tasks


14 июня 2020 г.

Very Good and clear teaching with excellent Example and Interview of Top CEO'S

автор: Sudhanshu K

8 июня 2020 г.

One of the FINEST courses on Internet....Simply Loved it🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰

автор: Riaj A

27 мая 2020 г.

This is overall a great journey and a great experience learning from the best.

автор: Syed M S

13 авг. 2019 г.

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

автор: Margarita S

30 нояб. 2020 г.

Great course! Very interesting information, high quality of visual materials!

автор: Nève F

7 нояб. 2020 г.

Course very interesting and clear ! It was a pleasure to follow this course !

автор: Dr. R P

25 окт. 2020 г.

Excellent course with excellent material and excellent faculty, Nadell Rocks!

автор: Rimsha T

14 нояб. 2018 г.

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

автор: Deleted A

11 окт. 2020 г.

Truely the best course on coursera, what a professor, what a course, amazing