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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!

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901–925 из 1,552 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Gracious D

30 мая 2020 г.

Great course! A much needed perspective on marketing in today's world.

автор: 王旭峰

6 мар. 2020 г.

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

автор: Yash B

4 февр. 2021 г.

Amazing MOOC, loads to learn. Great examples and the best interviews!


20 дек. 2020 г.

i so clear to learn this courses from the first till the end courses.

автор: EJ C

31 авг. 2020 г.

I have learned so many things! Every concept is explained thoroughly.

автор: Evandro P

2 июля 2020 г.

Curso excepcional, muito além das expectativas para quem já é daárea.

автор: norberto m v g

26 мая 2020 г.

Un curso muy bueno , muy capacitado el instructor y excelentes clases

автор: Danut F

22 апр. 2018 г.

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

автор: Andrés F C F

18 янв. 2021 г.

Great experience. Magnificent way to communicate concepts. Thank you

автор: Catarina I M F

3 дек. 2020 г.

Great course, I really liked it. Has incredible topics and examples.


25 мая 2020 г.

Great course for any one wanting to learn how great brands are made.

автор: Ravi K

14 мая 2019 г.

Thought provoking, and full of action items. Loved the challenge !!

автор: Jacqueline C

29 янв. 2019 г.

For marketing people, this is a great course to change your mindset!

автор: Ketaki B

18 янв. 2021 г.

Provides a modern approach to traditional brand management notions.

автор: Onah D

9 янв. 2021 г.

Truly informative and empowering... Made me a better brand manager.

автор: Paras S T

12 июля 2020 г.

I learned a lot from this course and it change my view for branding

автор: Nikhila R R

25 июня 2020 г.

Great content and wonderful explanation by Prof. Worth every penny.

автор: Vidhi S

23 окт. 2020 г.

Great, learn new things... get knowledge about brand management...

автор: Sai K A S R V

17 авг. 2020 г.

Detailed explanation and deep analysis on overall brand management

автор: Roberto S B T

12 авг. 2020 г.

Es un gran curso con muchas enseñanzas que uno no piensa del todo.

автор: Suwapat A

24 апр. 2020 г.

It’s very clear instruction and example for each step of learning.

автор: Muhammad U

3 янв. 2021 г.

it is a good course and instructor's way of teaching is excellent

автор: Maria C F F S

23 дек. 2020 г.

Really great course and amazing teacher. Definitely recommend it!

автор: Carinna C Q

16 окт. 2020 г.

Professor Nader Tavassoli is brilliant! This course is fantastic!