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

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610 calificaciones
221 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

SG

Nov 04, 2019

If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

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151 - 175 de 218 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por George T

Dec 01, 2018

A very useful guide for branding. Simple and clear

por Paula A L

Nov 28, 2019

Muy completo, interesante y realmente provechoso.

por Aditya J W

Oct 25, 2019

Really helps to undertand things done to a brand.

por Felgona

Nov 12, 2019

Excellent. How can I get a certificate for this

por Rodrigo C Q

Oct 14, 2019

Wonderfull I learn a lot trought this course :D

por Hartanto D

Jun 02, 2019

This is a great course to learn about branding.

por Ambika G D

Jun 19, 2018

The videos were very usefull and knowledgeable.

por Shalabh S

Feb 08, 2020

One of the best on Coursera. Recommend to all.

por Yuliya C

Feb 28, 2019

Very useful course, all themes with examples.

por Prashant

Feb 18, 2019

This course is need for any marketing student

por Vusal S

Nov 21, 2018

The best explanation. I recommend this to all

por Pratyush K G

May 24, 2019

A fantastic course for budding entrepreneurs

por Kayla S

May 16, 2019

Great information and wonderful interaction.

por Yang M

Dec 29, 2019

It's the best branding course i had so far.

por Stuart L

Jan 18, 2019

Outstanding and really enjoyed the content!

por Aishwarya R

Oct 08, 2019

Great course! I learnt a lot. I loved it.

por Barak

Jun 29, 2019

Very important Course.

Really interesting

por Sajid A

Apr 14, 2019

Give interesting knowledge in each step

por Shubham A

Oct 31, 2019

It was a nicely put course experience.

por Anna L

Jun 18, 2019

Great course! Every week is full on!

por ANUSHA S

Nov 10, 2018

best course i have learn many more..

por Abdullah S A

Mar 23, 2020

Open eye course, highly recommended

por Raul N C G

Feb 15, 2020

Excellent content and presentation!

por Svitlana K

Mar 04, 2020

great course , amazing insights !

por Akanksha J

Oct 04, 2018

Excellent course for brand study