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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: 655
Рецензии: 242

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.

SG

Nov 04, 2019

If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better

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76–100 из 246 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Carlos A C

Nov 12, 2019

Not only will you learn a lot, but it will also shine a light on your career path. Professor Tavassoli has done an amazing job with this course.

автор: Rahul G

Dec 12, 2019

This course is fantastic, it clearly brings out concepts of brand management and a brand promise can be delivered.

Very well structured course.

автор: Rahul B

Jan 06, 2020

Absolutely amazing course. Please add some example problems in the last section, so that students can actually calculate some brand metrics.

автор: Thelma N W

Mar 04, 2019

A new way of working with brands. Every marketing, HR or C-level professional should understand these concepts and apply them, immediatly.

автор: Sergio I

Apr 01, 2020

Prof. Tavassoli is very engaging and the course contents are helpful in acquiring awareness of fundamental dynamics in the subject matter

автор: Hanson N

Aug 19, 2019

The course was very insightful and well delivered with relevant case studies, book and references. Highly recommended for entrepreneurs.

автор: Oleksandr M

Apr 02, 2020

Thank you very much! The course has helped me understand or take a new look at many things in branding and marketing. Highly recommend!

автор: Sandra A

Oct 26, 2019

Fresh light on brand management, interviews with representatives of top companies, simple but yet very interesting practical examples.

автор: Manoj D L H T

Nov 26, 2018

Very organized and informative course. All the concepts are very important for, me to draw a good rout map of my prospective carrier.

автор: Priyank G

Apr 08, 2020

Truly, I have become a fan of Prof. Nader Tavassoli. I wish I could meet him personally and learn more things happening around from.

автор: Agus T

Apr 05, 2019

Thank you so very much for making this course available for me to take online. I learned a great deal and the course is informative.

автор: Gurmehar S

Dec 07, 2019

The modules in the course are well thought out and cover nearly everything one needs to expand their knowledge of brand management.

автор: Rana D

Nov 03, 2019

I think this course is quite effective to understand brand management and behaviour. There are lots of sample to understand better

автор: Emmanuel M

Apr 24, 2018

This course changes the way that I view branding. It make me realize the need to put more effort into establishing a better brand.

автор: Siddesh K I

Oct 22, 2019

One of the very best to actually understand how brands must be perceived and handled in the modern-day business environment!

автор: André B

Jul 10, 2019

Nader makes a fantastic job explain everything in a very smart and easy to understand way. Loved every minute of it, thanks!

автор: Antonio P A

Jan 17, 2019

Excellent course! Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

автор: Paula B P

Jul 12, 2019

It was a really easy going course. The approach was very well developed and I applied a lot of concepts to my own business.

автор: Michael P

Nov 11, 2018

A fantastic all-round brand strategy course that will serve you well in your lifelong business journey. LBS rocks this one!

автор: Hugo

Nov 19, 2018

Great view on the approach that all companies that want to thrive should take. Easy to understand and really motivational.

автор: Derryn J

Apr 25, 2018

Great course. Really engaging and knowledgeable professor. Valuable insights that I have taken into my current workplace.

автор: Karim A H M

Jan 26, 2020

I highly recommend this course and you will gain alot of knowledge about brands and how to achieve a successful journey

автор: Anusree S

Nov 30, 2018

Indeed a great course to delve into the intricacies of BM. Great for someone willing to pursue it as a line of career.

автор: Himanshu S

Sep 19, 2018

Highly recommendable!! Trust me if you want some good knowledge about Brands and Branding then Go For it!! it works :)

автор: Zeeshan K

Feb 07, 2020

Excellent course learnt a lot of detail about business and behaviour. The way of teaching by the tutor is commendable