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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

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Оценки: 2,665
Рецензии: 1,022

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

SS

Apr 20, 2020

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!

PG

Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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851–875 из 1,024 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Souryarup G

Jul 01, 2020

Very good course

автор: Bijoy

Apr 29, 2020

Very informative

автор: Ratnesh S

Apr 26, 2020

EXCELLENT COURSE

автор: Souptik B

Apr 24, 2020

Very nice Course

автор: Foram S

Apr 13, 2020

Brilliant course

автор: Nathan H

Apr 09, 2020

Very interesting

автор: swapnill b

Aug 28, 2019

VERY GOOD COURSE

автор: Magno P T

Sep 12, 2020

Great course!!!

автор: Ankit A Y

Jul 11, 2020

Amazing course.

автор: Hamid A

May 29, 2020

Excellent MOOC.

автор: Abhishek P

May 10, 2020

Good Learning !

автор: Maja M

Apr 24, 2020

Great overview!

автор: Vedant S T

Apr 05, 2020

AMAZING COURSE!

автор: María J O C

Mar 23, 2020

Great professor

автор: Christina K

Dec 16, 2019

Very helpfull!!

автор: Yusuf C

Dec 11, 2019

>>Great Course.

автор: Anneka D

May 11, 2019

Amazing course!

автор: Tamilselvan

Apr 19, 2019

Awesome Content

автор: Lilian M

Oct 14, 2018

Just excellent!

автор: MOHIT D J

Aug 29, 2020

Amazing Course

автор: Supriya P

Aug 11, 2020

simply awesome

автор: Aayush R

Jul 26, 2020

Well explained

автор: Hannah A B A

Jun 29, 2020

Great teacher!

автор: Pranjal s

Jun 26, 2020

AMAZING COURSE

автор: Gaurika N

Jun 22, 2020

amazing course