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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: 3,940
Рецензии: 1,544

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
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!

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.

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176–200 из 1,535 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Chirag S

3 авг. 2020 г.

This MOOC was really interesting and Prof. Nader Tavassoli has explained the new concepts in brand management very well with real time examples. The Quiz's, additional reading materials and assignments provided in this MOOC were of great help of applying the concepts in assignments that I learnt.

автор: Nadim Z

2 мая 2020 г.

Prof. Nader Tavasoli has been a joy to learn from. His teaching skills a positive energy makes you want to learn more from him. Also the course material have been very interesting and helpful. I am extremely happy with the course and looking forward to applying some of its concepts in my company.

автор: SNEHAL V

29 окт. 2020 г.

This MOOC really provided me with a new perspective of looking at Brand and its link with a business and people's behavior. The examples used to explain every tiniest detail were great and gave me in depth knowledge ! Absolutely loved it. I am so happy that I got the opportunity to do this MOOC.

автор: fatemeh s

23 апр. 2020 г.

This course is everything you want it to be! the material is perfectly selected and delivers. And even though it's from a few years ago, it is increasingly more relevant every day. great job and top of the hat to Pro. Tavassoli, London Business School, and the coursera team who made it possible.

автор: Rowena F

23 нояб. 2019 г.

The MOOC was so insightful and relevant even today. Also prof.Nader has provided the course content in such a simplified and practical manner - that is both easy to understand and implement. Finally the interview with industry stalwart further drives the truth about the relevance of this course

автор: ROLANDO M

17 авг. 2020 г.

Great course! I've been working in brand management for several years but I really learned a lot with this MOOC. I started using some of the ideas given by Professor Tavassoli from the beginning.

I absolutely recommend this course for everyone who is working in branding and product management.

автор: Cristina R

17 нояб. 2020 г.

A great course with loads of usefull material. Nader Tavassoli explaines everything clear with known examples and he offers you additional material as well. I've learned different perspectives to enhance th brands. Thank you very much for the dedication. It's worth it and really interesting!!

автор: Candela D B

3 мар. 2020 г.

It is an honour to share with collegues around the world the corporate examples of how to manage brand, aligned with Business, and Behaviuor of internal and external customers. Thanks Coursera and London Business School for this. Thanks Professor Nader Tavassoli for your time and experience!!

автор: Christos V

8 мар. 2021 г.

An excelent business' alignment philoshophy and as it be updated through time, is an Art ..such as when the Germans meet Iranians! Dedicated to the Professor Mr Nader Tavassoli

https://www.youtube.com/watch?v=4pDF-souS44

SCHILLER: Santur Aufnahmen in Teheran – Making of „Morgenstund" Part 04

автор: CineVibes

26 мая 2020 г.

Fantastic Learning ! This course was excellent, the amount of information they provide are wonderful. Nader Tavassoli, Course Instructors show great knowledge and professionalism, he showed some great examples to learn the concept quickly and clearly. I recommend every one to do this course

автор: Arathi S

25 мая 2020 г.

Professor Tavessoli was really amazing. Thank you professor who taking us through this mooc in depth and with so many examples. Infact it made me to really think compare and even evaluate my current organization whether it actually met the requirements. Very very useful and interesting !!!!

автор: Syed R A

3 нояб. 2018 г.

Originally speaking, this course completely changed my perception about organizations competing in todays extremely competitive environment, it will definitely help me to take my skills to the next level, and not ending there, it will help me better supervise my own organization as well...

автор: Tony W

7 сент. 2020 г.

Excellent for people with brand responsibilities within their organisation. But further than that, it shows how brand values, purpose and behaviour should pervade the entire organisation from the inside out, even globally.

The interviews were a real bonus and come from quality executives.

автор: Cathy T

15 июня 2020 г.

Really appreciate for Prof. Nader Tavassoli's dedication to this session “ aligning of business, brand & behaviour" . By introducing so many useful and typical business cases , the model & new concept will be the treasure when we go for venture in the process of branding and marketing.

автор: Vidhi P

4 мая 2020 г.

I love the course. It's given me a whole new perspective to look at brands. I learned a lot of new concepts and will soon apply them in the practical world. Thanks to Professor Nader Tavassoli he has been a great mentor. I loved every single example and could personally relate to them.

автор: Renato d C A

7 окт. 2019 г.

Great course! An excellent way to get to know and enjoy the theme! Professor Tavassoli explores the main points of Brand Management with an easy language and lots of cases examples that illustrate the studied points! Surely a must have in your CV if you are joining this marketing area!

автор: Anita T

11 мар. 2021 г.

Brand Management Course was my first course in Coursera and i learned more about branding special Internal branding and the importance of paying attention to employees and the value of brand experience and brand behavior. Thank Mr Tavasoli and I'm grateful to take part in this course.

автор: Shakhi S

31 авг. 2020 г.

It was a great learning experience and gave me an insight on how actually brand functions. The professor was very clear and concise in his MOOC, used real life examples and gave me great confidence in brand management. Thank you so much for this wonderful course, I highly recommend it

автор: Kirsty D

5 апр. 2020 г.

An informative course on brand positioning, behaviours and its relationship within the modern company. Plenty of examples and a variety of modes of teaching to make it easy to understand. Nadar is a brilliant teacher and I look forward to learning more from the London Business School.

автор: Maria L

22 февр. 2021 г.

Fantastic course that gives not just a wide reaching view of brand management but also dives deeper into each subject. Very nice professor with pleasant presentation skills that uses well-recognized companies and visuals to demonstrate the concepts as well as superior guest speakers.

автор: Julie K

20 февр. 2021 г.

Professor was very personable with interesting anecdotes. Lively presentation. I enjoyed learning the inner workings of brand regarding customers and employees. I wasn't a big fan of the course quizes. They didn't seem to capture what I thought were the big takeaways of the modules.

автор: Eleni H

21 янв. 2021 г.

A very well-structured MOOC that presents with an interesting way a different approach to traditional branding and brand management. Several concepts are well defined and described giving a totally new way of thinking and practicing branding in an organization. I highly recommend it!

автор: Nishita

27 мар. 2020 г.

Great classes. I really liked the professor's way of teaching. I am really thankful to him for explaining each and every point with easy examples and adding interviews with various executives of different brands. I got learn a lot about Branding. Its a broader concept than i thought.

автор: Lina P

11 янв. 2021 г.

This is the 4th course I have done in the past year and it has being full of interesting content. I work for a retail company in Uk and it has helped me to have a clearer vision of how a business operates within. The teacher also is excellent, very engaging and clear on every class.

автор: Razan A

16 янв. 2021 г.

From this course (Brand management: aligning business, brand & behavior) I learned a new performance management method that focuses on making sure that organizations are measuring the right thing and measuring them the right way.

To get it right, the whole organization has to align.