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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: 2,273
Рецензии: 875

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


Apr 20, 2020

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!


Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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751–775 из 877 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Steven G

May 25, 2020

Great content.

автор: Ksenia K

May 11, 2020

Very intesting

автор: Angad S

May 06, 2020

Amazing course

автор: K A P

Apr 08, 2020

well explained

автор: Gitta Q

Jun 21, 2018

Very Educative

автор: Anju P

Jun 17, 2020

great insight

автор: Naomi V L

May 29, 2020

Great course!

автор: Nazmul A J

May 19, 2020


автор: Marta B

Apr 25, 2020

Really great!

автор: claudia m

Mar 26, 2020


автор: JASMINE S

Aug 03, 2020

Great Course

автор: Salman K

Jun 28, 2020

Great Course

автор: Sayeda R

May 22, 2020

Nice course.

автор: RAMEEZ A K

May 09, 2020

great course

автор: Prini D

May 04, 2020

Great Course

автор: Ekaterina

Apr 27, 2020

I recommend!

автор: Rudy G

Apr 27, 2020

Great method

автор: Quiterie V

Apr 03, 2020













автор: Samriddha G

Jul 25, 2020

Excellent !

автор: Sathurshini Y

Jul 03, 2020

Very useful

автор: Nishchay R

Jun 26, 2020

Really good

автор: Sudarshanam H

May 15, 2020

Good course

автор: shivam M

Apr 24, 2020

Loved it!!!

автор: Hamad M S A N

Apr 22, 2020

Good course

автор: Irene Z

Mar 15, 2020