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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 ?????????? ???????????

Оценки: 621
Рецензии: 229

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.


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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176–200 из 229 отзывов о курсе Brand Management: Aligning Business, Brand and Behaviour

автор: Anton B

Mar 30, 2020

A good skills, professor good at marketing

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.

автор: Anna L

Jun 18, 2019

Great course! Every week is full on!

автор: ANUSHA S

Nov 10, 2018

best course i have learn many more..

автор: Abdullah S A

Mar 23, 2020

Open eye course, highly recommended

автор: Raul N C G

Feb 15, 2020

Excellent content and presentation!

автор: Svitlana K

Mar 04, 2020

great course , amazing insights !

автор: Akanksha J

Oct 04, 2018

Excellent course for brand study

автор: Htet A K

Mar 28, 2018

Great teaching and assignment

автор: Essien T

Jan 05, 2020


автор: FANGYU W

Feb 27, 2020

It's a mind-blowing course.

автор: Karthikeyan

Mar 18, 2019

Good course for Foundation.

автор: ihtisham n

Nov 06, 2018

very good for students

автор: Jaime A M B

Oct 28, 2019

Totally Recommended!

автор: Juan F V

Sep 27, 2018

great course so far,

автор: U K S

May 09, 2019


автор: Amna A

Nov 21, 2018

Very understandable

автор: Nuhro D A

Jul 31, 2019

Phenomenal course

автор: swapnill b

Aug 28, 2019


автор: María J O C

Mar 23, 2020

Great professor

автор: Christina K

Dec 16, 2019

Very helpfull!!

автор: Yusuf C

Dec 11, 2019

>>Great Course.