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Volver a Brand Management: Aligning Business, Brand and Behaviour

Opiniones y comentarios de aprendices correspondientes a Brand Management: Aligning Business, Brand and Behaviour por parte de Universidad de Londres

1,861 calificaciones
723 revisiones

Acerca del Curso

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.”...

Principales revisiones


Apr 20, 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!


Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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251 - 275 de 722 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por Rahul B

Jan 06, 2020

Absolutely amazing course. Please add some example problems in the last section, so that students can actually calculate some brand metrics.

por Ajeet C

Apr 20, 2020

I liked this course , and learned new concept of Branding .

overall Exercise and matter of course is very good well explained thru examples

por Thelma N W

Mar 04, 2019

A new way of working with brands. Every marketing, HR or C-level professional should understand these concepts and apply them, immediatly.

por Sergio I

Apr 01, 2020

Prof. Tavassoli is very engaging and the course contents are helpful in acquiring awareness of fundamental dynamics in the subject matter

por Tessa W

Jun 16, 2020

Excellent course! Well explained and the assignments are helping students to reinforce the concepts in the chapter. Highly recommend it!

por Ilya S B

Apr 13, 2020

I'd like to express my profound gratitude to Nader Tavassoli for his great work under this course. It was really interesting and useful!

por Hanson N

Aug 19, 2019

The course was very insightful and well delivered with relevant case studies, book and references. Highly recommended for entrepreneurs.

por Aniket K

Apr 28, 2020

It was an amazing course, Professor Tavassoli has been great through out well timed videos and awesome case studies and examples given.

por Eduardo I

Apr 18, 2020

Excelente! Muy útil si estás comenzando un negocio. De hecho, mejor hazlo antes de empezarlo porque seguro cambiará tu visión sobre él.

por Oleksandr M

Apr 02, 2020

Thank you very much! The course has helped me understand or take a new look at many things in branding and marketing. Highly recommend!

por Sandra A

Oct 26, 2019

Fresh light on brand management, interviews with representatives of top companies, simple but yet very interesting practical examples.

por Manoj D L H T

Nov 26, 2018

Very organized and informative course. All the concepts are very important for, me to draw a good rout map of my prospective carrier.

por Gabriella S

May 31, 2020

Great MOOC, I have enjoyed learning new ideas of brand management. Thank you Professor for this very interesting and engaging course

por Priyank G

Apr 08, 2020

Truly, I have become a fan of Prof. Nader Tavassoli. I wish I could meet him personally and learn more things happening around from.

por Agus T

Apr 05, 2019

Thank you so very much for making this course available for me to take online. I learned a great deal and the course is informative.

por Sudarshan U

Jun 12, 2020

The course gives a good insight of the brand management aspects andthe inclusion of the interviews adds to the quality of the MOOC.

por Nardely M

May 22, 2020

It was an excellent course, I liked so much the methodology It was so understandable and clear. It makes me love more the marketing

por Gurmehar S

Dec 07, 2019

The modules in the course are well thought out and cover nearly everything one needs to expand their knowledge of brand management.

por Matthew R

May 20, 2020

The professor was able to articulate his concepts on branding extremely well and it was enjoyable. I highly recommend this course.

por Rana D

Nov 03, 2019

I think this course is quite effective to understand brand management and behaviour. There are lots of sample to understand better

por Emmanuel M

Apr 24, 2018

This course changes the way that I view branding. It make me realize the need to put more effort into establishing a better brand.

por Gabrielle

Jun 05, 2020

Highly recommend. You will learn and gain the tools to shift your view towards a much deeper understanding of successful branding

por Rakeshkumar P

May 01, 2020

In depth knowledge of Branding is given in this course. If you are from marketing background than you should opt for this course.

por Paula B M A

Apr 23, 2020

Great insights and Professor has easy to understand concepts. Hope LBS could introduce more Retail, Brand and Management courses.

por Süleyman F L

Apr 13, 2020

I never would have guessed I would have such a great time in this MOOC.Words alone can not express it.I recommend it to everyone