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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: 544
Рецензии: 191

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


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.


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:

126–150 из 188 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Arianne W

Aug 16, 2018

Great course; eye operners and new ways to look at things!

автор: Dhaval K B

Mar 08, 2019

great deal of learning about business,brand and behaviour

автор: Dorothy C

Aug 22, 2019

Enjoyed this course! It had great concepts and examples.

автор: Camila V M

May 09, 2019

I found this course really eye-opening and entertaining!

автор: Elyan J

Dec 16, 2019

Comprehensive & enlightening course on brand management

автор: Cristina S

Nov 04, 2018

Amazing approach in branding, I highly recommend it.

автор: Sanjana K

Mar 11, 2019

Excellent explanation with understandable examples.

автор: George T

Dec 01, 2018

A very useful guide for branding. Simple and clear

автор: Paula A L

Nov 28, 2019

Muy completo, interesante y realmente provechoso.

автор: Aditya J W

Oct 25, 2019

Really helps to undertand things done to a brand.

автор: Felgona

Nov 12, 2019

Excellent. How can I get a certificate for this

автор: Rodrigo C Q

Oct 14, 2019

Wonderfull I learn a lot trought this course :D

автор: Hartanto D

Jun 02, 2019

This is a great course to learn about branding.

автор: Ambika G D

Jun 19, 2018

The videos were very usefull and knowledgeable.

автор: Yuliya C

Feb 28, 2019

Very useful course, all themes with examples.

автор: Prashant

Feb 18, 2019

This course is need for any marketing student

автор: Vusal S

Nov 21, 2018

The best explanation. I recommend this to all

автор: Pratyush K G

May 24, 2019

A fantastic course for budding entrepreneurs

автор: Kayla S

May 16, 2019

Great information and wonderful interaction.

автор: Yang M

Dec 29, 2019

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

автор: Stuart L

Jan 18, 2019

Outstanding and really enjoyed the content!

автор: Aishwarya R

Oct 08, 2019

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

автор: Barak

Jun 29, 2019

Very important Course.

Really interesting

автор: Sajid A

Apr 14, 2019

Give interesting knowledge in each step

автор: Shubham A

Oct 31, 2019

It was a nicely put course experience.