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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: 567
Рецензии: 202

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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

DO

Feb 04, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

Фильтр по:

101–125 из 200 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Ömer F Ü

Aug 26, 2019

I really learn many things about branding. Also, Course Instructor is so quete, sweet and old hand.

автор: Muzna S

Dec 26, 2018

Amazing Professor, learnt a lot of new things, with such a different perspective. Thank you Coursera

автор: Kanyanat V

Feb 13, 2019

This course has a lot more to learn and practice, if you really want to understand Brand management

автор: Anwesha B

Sep 07, 2019

I don't think there could be a better course for Branding than this. The instructor is awesome

автор: Prateek G

Jan 05, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

автор: Nadine L W

Oct 09, 2019

An excellent course looking at Branding holistically and providing best practice examples

автор: Fareeda S

Jan 25, 2020

Very beneficial, I learned a lot about marketing and branding. I highly recommend it

автор: priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

автор: Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

автор: Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

автор: Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

автор: Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

автор: Suhasini G

Jun 03, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

автор: Mariia S

Mar 05, 2019

Lot's of insights I've got as well as got practical tools to use in my job

автор: Katie

May 01, 2018

Great course with useful insights. Very well presented and content clear.

автор: filletmeuo

Sep 19, 2019

Very helpful that inspire me to develop my insights on brand management

автор: Danut F

Apr 22, 2018

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

автор: Ravi K

May 14, 2019

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

автор: Jacqueline C

Jan 30, 2019

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

автор: Seung J B

Feb 27, 2020

Great makes me think about the branding course. great assignments

автор: Martin N

Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

автор: Donald B H

Aug 19, 2018

A very good course with new theory and many cases and examples.

автор: Nikhil R

Oct 16, 2019

I Just love the way professor teaches with such great examples.

автор: Donal M R P C

Sep 10, 2019

I am very satisfied with the educational quality of this course

автор: Dmitry S

Dec 02, 2019

Great Course! My deep respect and appreciation to the Author!