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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: 3,962
Рецензии: 1,553

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:

1076–1100 из 1,549 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Jayaweera M A C U A

5 сент. 2020 г.

Very easy to understand. Highly recommended

автор: S.M.Imran H

9 авг. 2020 г.

Nice Journey with the mentor in this course

автор: rohit s

19 июня 2020 г.

Professor Nader Tavassoli is simply superb.

автор: Marcellinno F d C

10 мая 2020 г.

Such an amazing course! Thank you Coursera!

автор: Aziel C

30 мар. 2020 г.

Highly relevant for marketing professionals

автор: Yang M

29 дек. 2019 г.

It's the best branding course i had so far.

автор: Stuart L

17 янв. 2019 г.

Outstanding and really enjoyed the content!

автор: Muhammad A

8 янв. 2021 г.

Course is pretty skillful. I appreciate it

автор: Ruta J

12 окт. 2020 г.

Insightful course, gave me some new ideas.

автор: Jordan H

29 июня 2020 г.

Very insightful and a wealth of knowledge!

автор: Lynn

22 июня 2020 г.

Love gleaning from Prof. Nader! Thank you!

автор: ANUSHKA J

9 мая 2020 г.

An amazing MOOC. Thanks to the instructor.

автор: AKSHAY K P

17 апр. 2020 г.

Well explained concepts with apt examples.

автор: Anton B

30 мар. 2020 г.

A good skills, professor good at marketing

автор: Austyn H

23 февр. 2021 г.

Learnt alot really awesome course,


автор: Ahmad I D

3 нояб. 2020 г.

I get a new knowledge and its very useful

автор: Russell G

14 авг. 2020 г.

Professor Nader Tavassoli was brillant !!

автор: Nidal M A A

7 авг. 2020 г.

Great Job Dr. Nader Tavassoli. Thank you!

автор: Somnath R C

20 мая 2020 г.


автор: Aishwarya R

8 окт. 2019 г.

Great course! I learnt a lot. I loved it.

автор: Burcak C

25 мар. 2021 г.

It was incredible experience! Thank you!

автор: abeer A

28 февр. 2021 г.

thank you so much, prof. Nader tavassoli

автор: Anshul A

21 дек. 2020 г.

It's very informative and well designed.

автор: Kaustubh G

12 сент. 2020 г.

Learned a new concept :signature pricing