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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: 3,719
Рецензии: 1,448

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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801–825 из 1,441 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Adebowale A

20 апр. 2020 г.

Quite educative course. easy to implement in train others in the work place

автор: Giancarlo B

21 сент. 2020 г.

Clear and fun way to refresh my knowledge on Branding. Highly recommended.

автор: ahasan k p

29 июня 2020 г.

it was a great journey professor nadal was awesome. learned a lot from him

автор: Hitanshu B

20 июня 2020 г.

I had an excellent experience doing this program, thanks Coursera and LBS.

автор: Mariia S

5 мар. 2019 г.

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


17 янв. 2021 г.

Very insightful and educational course.Im grateful about the opportunity.

автор: Osajele s

26 дек. 2020 г.

Great course!!!!!! Excellent teaching skills! I recommend it for everyone

автор: Marcelo C

25 дек. 2020 г.

Very good summary and compendium knowledge about present Brand Management

автор: Farore O

22 дек. 2020 г.

it has broadened my mind on the importance of brand to consumer behavior.

автор: Ece E

1 дек. 2020 г.

By far one of the best courses on Coursera. My thanks to Prof. Tavassoli.

автор: Ayodeji A

15 окт. 2020 г.

Awesome Course!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Prof. delivery is on point!

автор: Haneen S

15 авг. 2020 г.

I have learnd many things I will use them in the future.

Thank you so much

автор: Anai S

14 авг. 2020 г.

Great course I loved how dynamic it was, the interviews and the material!

автор: Daniel D

24 июня 2020 г.

This is one of the best coursera courses I've ever done. Well done Nader!

автор: Katie

1 мая 2018 г.

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

автор: Satyaki B

25 янв. 2021 г.

Great course. Got to learn a lot of insights regarding Brand management.

автор: Daniel Á G

30 нояб. 2020 г.

So interesting. It helped me to see brand management in a different way.

автор: Ankur P

14 июля 2020 г.

This course will give you a very good understanding of what branding is.

автор: Andrei V M

24 мая 2020 г.

Amazing course. Full of useful information and offers great assignments.

автор: Gagan K

20 мая 2020 г.

Excellent Professor with Great Course delivery with lot of Good examples

автор: Zaddil H R

16 мая 2020 г.

Professor Nader was so specific and its pleasure doing a course with him

автор: Michael W

25 февр. 2021 г.

Very very well put together - thank you, thoroughly enjoyed this course

автор: Marina M

3 сент. 2020 г.

Great course, I really enjoyed this time and learned a lot! Thank you!