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Retour à Brand Management: Aligning Business, Brand and Behaviour

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

4.9
étoiles
562 évaluations
198 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

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.

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.

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101 - 125 sur 195 Avis pour Brand Management: Aligning Business, Brand and Behaviour

par Muzna S

Dec 26, 2018

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

par Kanyanat V

Feb 13, 2019

This course has a lot more to learn and practice, if you really want to understand Brand management

par Anwesha B

Sep 07, 2019

I don't think there could be a better course for Branding than this. The instructor is awesome

par Prateek G

Jan 05, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

par Nadine L W

Oct 09, 2019

An excellent course looking at Branding holistically and providing best practice examples

par Fareeda S

Jan 25, 2020

Very beneficial, I learned a lot about marketing and branding. I highly recommend it

par priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

par Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

par Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

par Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

par Rimsha T

Nov 14, 2018

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

par Suhasini G

Jun 03, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

par Mariia S

Mar 05, 2019

Lot's of insights I've got as well as got practical tools to use in my job

par Katie

May 01, 2018

Great course with useful insights. Very well presented and content clear.

par filletmeuo

Sep 19, 2019

Very helpful that inspire me to develop my insights on brand management

par Danut F

Apr 22, 2018

A great opportunity to discover another face of the brand management.

par Ravi K

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

par Jacqueline C

Jan 30, 2019

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

par Martin N

Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

par Donald B H

Aug 19, 2018

A very good course with new theory and many cases and examples.

par Nikhil R

Oct 16, 2019

I Just love the way professor teaches with such great examples.

par Donal M R P C

Sep 10, 2019

I am very satisfied with the educational quality of this course

par Dmitry S

Dec 02, 2019

Great Course! My deep respect and appreciation to the Author!

par Rishabh S

Feb 07, 2019

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

par Esteban

Dec 28, 2019

Great course !!! I enjoyed a lot. It was a value journey =)