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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

5,123 évaluations
1,922 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

22 oct. 2020

Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.

19 avr. 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

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1876 - 1900 sur 1,944 Avis pour Brand Management: Aligning Business, Brand and Behaviour

par Piyash P

2 mai 2020

Unfortunately due to the recent turn of events could not catch up. Hope to start soon

par Настя Л

1 mars 2021

I think it is a fascinating course and very possible for brand manager and also SEO!

par Eitan P

13 mai 2020

The course is great! actually one of the best that I have encountered on Coursera.


29 juil. 2020

The concepts were explained very well. A great course for all brand enthusiasts.

par Luke T

17 mai 2020

Good course to refresh as well as learn new insights and thoughts on Branding

par Maramreddy S

10 sept. 2018

very good to get an understanding about brands and how should they be aligned

par Massimo O

3 juin 2020

the course is very well formulated even if the examples should be updated

par Vama G

21 juil. 2021

Very informative and helpful. The examples and interviews helped a lot.

par Karla A

12 sept. 2021

​It's a very good refresher for those interested in brand management.

par Corgi K

7 nov. 2021

It's a good class I just like the crash course one on youtube better

par sodipo k

22 févr. 2021

It is an eye-opener to potentials that are dormant within a brand.

par tommaso r

30 juin 2020

very nicely done, some topics will be very important for everyone

par Muhammad F A

10 mai 2020

It was amazing in the start but later it became a little boring.

par Anurag K

7 août 2021

r​eally good course, farely well covered and it helped me a lot

par Kgosi T

5 sept. 2020

Easy and life changing branding principles highly recommend it

par Varsha C

2 oct. 2020

Good needs to be updated a bit with more current examples.

par Sriramani M

31 juil. 2021

If followed and learnt diligently , can help a lot.


11 nov. 2021

this course helped me alotin learning new tecniqus

par Rohan p

27 mai 2020

It's very interesting learning for future business

par Renske R

4 juin 2020

nice course for beginners in brand management


3 juin 2020

Great course, Learned a lot from this course.

par Mohsen B

22 mars 2020

I wish there was some slides. thanks though

par Abbey W

10 juin 2020

Very informative and well rounded course

par Alejandro T B

6 sept. 2021

Good course about brand management

par Sujata J

8 juin 2021

overall the course was enriching.