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

5,848 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.”...



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!


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!

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2126 - 2150 von 2,211 Bewertungen für Brand Management: Aligning Business, Brand and Behaviour


8. Aug. 2020

With the best faculty and thoroughly explained each module with the help of current examples.

von Ayushree S

8. Aug. 2020

The content was good and the topics were explained in an understandable and relatable way.

von Piyash P

2. Mai 2020

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

von Настя Л

1. März 2021

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

von Eitan P

13. Mai 2020

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


29. Juli 2020

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

von Luke T

17. Mai 2020

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

von sanath r

10. Sep. 2018

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

von Massimo O

3. Juni 2020

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

von Vama G

21. Juli 2021

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

von Karla A

12. Sep. 2021

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

von Sandeep K y

18. Juli 2022

this is really amazing. it's very helpfull to understand about brand

von Corgi K

7. Nov. 2021

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

von sodipo k

22. Feb. 2021

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

von tommaso r

30. Juni 2020

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

von Muhammad F A

10. Mai 2020

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

von Neel S

5. Mai 2022

Very good course, recommend watching it in 1.5 playback speed👍

von Anurag K

7. Aug. 2021

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

von aman g

19. März 2022

Great course..... A must for people looking to learn to brand.

von Kgosi T

5. Sep. 2020

Easy and life changing branding principles highly recommend it

von Inderdeep S

11. Juni 2022

New knowledge and insight what actually a brand stands for

von Varsha C

2. Okt. 2020

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

von Uzzal K B

21. Mai 2022

it is a very good course to undertand the band management

von dennis m

10. Aug. 2022

Great course! Definitely improving my branding skillset

von Sriramani M

31. Juli 2021

If followed and learnt diligently , can help a lot.