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Avis et commentaires pour l'étudiant pour Brand Management: Aligning Business, Brand and Behaviour par Université de Londres

4.9
356 notes
122 avis

À propos du cours

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.”...

Meilleurs avis

DO

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.

CH

Feb 11, 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

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1 - 25 sur 121 Examens pour Brand Management: Aligning Business, Brand and Behaviour

par rohit c a

May 02, 2019

The great course really impressed my teaching skills of the instructor. The in-depth understanding of brands . Finally, to sum up, the course was great customer experience.

par Orlando C

Jul 24, 2018

Far too basic. For someone who is completely unfamiliar with branding, there is much that you will get out of this. Less so if you have a working knowledge of either marketing or branding. Simply said, this course is not rigorous.

There is a consistent reference in the lectures to this course being a MOOC which after a short while caused me to believe that the graduate level course at LBS that this was based on is indeed more rigorous and this MOOC is "dumbed-down" to make it more accessible. In my view, deeper learning comes when a learner is challenged to think differently.

Assignments are not peer-reviewed for quality, just for content.

Some of the better moments in this course happen during particular case studies, notably Disney and Southwest Airlines. There are also a few great interviews with leaders of firms such as Unilever. I wish there were more of those moments, more in-depth rigor around the case studies, and assignments intended to reinforce learning.

par Vlad U

Apr 17, 2019

This is a fantastic course! I can't recommend it enough to anyone looking for a fresh look at Brand Management. Professor is incredible in his way to deliver information and explain concepts which always come with example so you'll never be left in confusion. It's totally worth it, highly recommended.

par Hugo

Nov 19, 2018

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

par Azra g

Dec 05, 2018

best course, i learn alot of thing from it

par Muzna S

Dec 26, 2018

Amazing Professor, learnt a lot of new things, with such a different perspective. Thank you Coursera

par Chinweike O

Jan 28, 2019

This course is an eye opener as to the mistakes most corporations make with regards aligning their business, brand and behavior. My sincere gratitude to Prof Nader Travassoli for putting this together.

par Jacqueline C

Jan 30, 2019

For marketing people, this is a great course to change your mindset!

par Saurov A

Jan 29, 2019

This course is very effective and up to dated. I have learned a lot from this course. The relationship among Business, Brand & Behavior has been wonderfully crafted in this course. finally I would like to thanks to the course instructor for his friendly & easily understood lectures.

par DADA O

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.

par Rishabh S

Feb 07, 2019

It was awesome, i wish it included some Analytics part also.

par Amna A

Nov 21, 2018

Very understandable

par Manahil A Q

Nov 21, 2018

The way this MOOC has been designed by Nader Tassavoli is just commendable. He has included everything that can make this MOOC a complete perfect course full of real life examples, case studies and especially he took time to interview CEOs and brand managers of numerous brands. Thankful to Nader for putting his heart and soul in this MOOC to benefit us all and requesting him to come up with some more MOOCs on Marketing Strategies and other releated topics. Thank you Professor! :) :)

par Michelle O

Nov 21, 2018

It was a great video for anyone that wants to understand how brands work and how powerful they can be

par Vusal S

Nov 21, 2018

The best explanation. I recommend this to all

par Anirudh S

Nov 07, 2018

A really informative course about the basics of Branding and it is explained through a lot of practical examples which makes it easy to understand the concept. Also, the changing customer landscape and the impact of technology has also been discussed in detail in this course. Thanks to Prof. Nader Tavassoli and coursera for making this content available

par Muhammad W Y

Nov 07, 2018

I have learned too much from this course. Its beneficial in my career.

Thanks a lot coursera

Thanks a lot LBS

par ihtisham n

Nov 06, 2018

very good for students

par 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.

par ANUSHA S

Nov 10, 2018

best course i have learn many more..

par 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!

par Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

par Antonio P A

Jan 17, 2019

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

par Stuart L

Jan 18, 2019

Outstanding and really enjoyed the content!

par Arif u H

Jan 10, 2019

I'm student of Entrepreneurship but this course was eye opening for me. It was ery insightful and sensitised me to key role of HR to deliver on the brand promise and provide customers delightful and memorable experience. Thank you LBS and Prof. Nader Tassavoli.