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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: 3,722
Рецензии: 1,450

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!

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.

Фильтр по:

951–975 из 1,441 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Hashmat N

9 февр. 2021 г.

Great course and well explained by professor Nader

автор: kenji s

14 дек. 2020 г.

Enjoyed this course immensely thank you professor!


2 нояб. 2020 г.

its been really fun to study with coursera


автор: Julia C L

8 мая 2020 г.

It was an amazing course. I learned a lot. Thanks!

автор: Begüm K

24 февр. 2020 г.

this course was very explanatory,i've learned alot

автор: George T

1 дек. 2018 г.

A very useful guide for branding. Simple and clear

автор: Paula G M

15 февр. 2021 г.

Really interesting course and amazing instructor.

автор: JEROME S T

7 дек. 2020 г.

this course is very knowledgeable and interesting

автор: Shivam S

5 нояб. 2020 г.

Widen my perspective about Brand structure a lot.

автор: Bachtt

7 окт. 2020 г.

The course is practical and the Professor is good

автор: adeola a

27 авг. 2020 г.

This course has been exceptional and mind blowing

автор: Nivetha. R

26 авг. 2020 г.

it was good platfrom for learning in all students

автор: RAHUL S

15 июня 2020 г.

It was an amazing course and was very insightful.

автор: Namrata s

5 мая 2020 г.

Best teaching , very beneficial and best course .

автор: Paula A L

28 нояб. 2019 г.

Muy completo, interesante y realmente provechoso.

автор: Aditya J W

25 окт. 2019 г.

Really helps to undertand things done to a brand.

автор: Maria S

31 авг. 2020 г.

My first course here and I just simply love it!!

автор: Siddhartha S

14 июня 2020 г.

One of the best course with plethora of learning

автор: Constantine's t

23 февр. 2021 г.

Well structured and effective, thank you a lot!

автор: MARIO A M G

19 дек. 2020 г.

Excelente curso, mucho aprendizaje, felicidades

автор: Selin Y G

22 нояб. 2020 г.

Im glad to take part in this course. Thank you.

автор: KARABO M

22 сент. 2020 г.

this was an exciting course and very benefiting

автор: Lee X S

7 июня 2020 г.

very insightful and I love all the assignments.

автор: Alisha K

22 мая 2020 г.

Best cause till date. Cheers to the professor!

автор: Felgona

12 нояб. 2019 г.

Excellent. How can I get a certificate for this