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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

4.9
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Оценки: 3,747
Рецензии: 1,461

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
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.

SS
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!

Фильтр по:

976–1000 из 1,457 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

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

автор: Rodrigo C Q

14 окт. 2019 г.

Wonderfull I learn a lot trought this course :D

автор: Hartanto D

2 июня 2019 г.

This is a great course to learn about branding.

автор: Ambika G

19 июня 2018 г.

The videos were very usefull and knowledgeable.

автор: haroon

22 дек. 2020 г.

Excellent practical examples and case studies.

автор: SYED F T S

30 мая 2020 г.

Really enlightening course. Thank You Coursera

автор: Shalabh S

8 февр. 2020 г.

One of the best on Coursera. Recommend to all.

автор: Md. R A

30 нояб. 2020 г.

Its a combination of great learning sessions.

автор: sebastin2017

7 июля 2020 г.

A great, hopefully a life changing experience

автор: Yuliya C

9 июня 2020 г.

Very useful course, all themes with examples.

автор: Vitor R A

1 июня 2020 г.

Indispensable for modern mkting professionals

автор: Khushi D

22 мая 2020 г.

Well taught , clear explanations and examples

автор: GAURAV B

22 мая 2020 г.

Great Learnings with new Paramount experience

автор: Prashant

18 февр. 2019 г.

This course is need for any marketing student

автор: Vusal S

21 нояб. 2018 г.

The best explanation. I recommend this to all

автор: MANISHA R S

24 июня 2020 г.

amazing course and examples highly recommend