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

6,434 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.”...



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!


16. März 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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2026 - 2050 von 2,372 Bewertungen für Brand Management: Aligning Business, Brand and Behaviour

von Russel

27. Nov. 2022



1. Nov. 2022

veryyy good

von Rahul b

22. Sep. 2022


von Ngân N K

7. Aug. 2022

good course

von Mili G

14. Juli 2022

nice course


2. Juli 2022


von Ahmed m M

23. Juni 2022

Its Helpful

von Richard O

4. Mai 2022


von liao

20. Apr. 2022

good lesson

von Kendreana K

3. Feb. 2022

good course

von RIN -

29. Jan. 2022


von Long V

24. Okt. 2021

Good Course

von Budi S

5. Sep. 2021


von Tri W P

21. Apr. 2021

good course

von Marta J

28. März 2021

Excellent !

von Claudio I C L

24. Feb. 2021


von Ruturaj S S

24. Jan. 2021

Nice Course

von Bintang P

30. Nov. 2020

Good course

von Agnieszka N

29. Nov. 2020

Great MOOC!

von lerato m

28. Sep. 2020


von Samriddha G

25. Juli 2020

Excellent !

von Sathurshini Y

3. Juli 2020

Very useful

von Nishchay R

26. Juni 2020

Really good

von Sudarshanam H

14. Mai 2020

Good course

von shivam M

24. Apr. 2020

Loved it!!!