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Bewertung und Feedback des Lernenden für Brand Management: Aligning Business, Brand and Behaviour von University of London

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6,462 Bewertungen

Über den Kurs

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.”...

Top-Bewertungen

SS

19. Apr. 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!

S

22. Okt. 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 von 2,384 Bewertungen für Brand Management: Aligning Business, Brand and Behaviour

von MD F S

2. Sep. 2020

It was a great MOOC.

von Swarnalakshmi

24. Aug. 2020

Wonderful to adopt !

von Dive A B

4. Aug. 2020

Professor is great !

von Jaime A M B

28. Okt. 2019

Totally Recommended!

von Juan F V

27. Sep. 2018

great course so far,

von Ko Y S

18. Aug. 2022

great course per se

von Nurlaila I P

16. Aug. 2022

good for a beginner

von Khyati M

29. Juni 2021

very well organised

von Paula B C d S

28. Mai 2021

Its amazing course.

von ELIAS P N

11. Feb. 2021

Thank you Coursera!

von Narumol K

11. Dez. 2020

Easy understanding,

von Olesea C

16. Juni 2020

Excellent course!!!

von mariela p

10. Juni 2020

Really interesting!

von Daniel B

24. Apr. 2020

Great experience!!!

von Jonathan W

8. Apr. 2020

Very clear delivery

von U K S

9. Mai 2019

I LIKE EXCELLENT...

von Amna A

21. Nov. 2018

Very understandable

von Mursaleen S K

26. Okt. 2022

Very useful course

von tauheed b m

21. Sep. 2022

Fantastic Course!

von David C

18. Juli 2022

i had a great time

von Vin M

18. Jan. 2022

such a nice course

von SOL K

15. Jan. 2022

WellRepresentative

von reyyan a

11. Nov. 2021

very useful course

von Nacha S

8. Aug. 2021

excelente course!!

von DongPV5

6. Aug. 2021

Thank you so much!