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学生对 伦敦大学 提供的 品牌管理:协调经营、品牌和行为 的评价和反馈

5,843 个评分


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.”...



Mar 16, 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!


Oct 22, 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.


701 - 品牌管理:协调经营、品牌和行为 的 725 个评论(共 2,208 个)

创建者 Olamide O

Jan 30, 2021

Professor Nader is an amazing tutor. I am grateful for the opportunity to learn from him. Thank you Professor, Coursera & University of London.

创建者 Mahmad F J

Jan 27, 2021

The course is not that easy and i would request that the book on the videos to be available too. I have learn a lot through this course. Thanks

创建者 Afsiya M S

May 7, 2020

Amazing course! The concepts are explained very well. The best part is the peer graded assignments which test your knowledge and understanding.

创建者 Michiel L

Jan 4, 2022

I found this course an inspiring journey, bouncing between theory and many real life case studies, how to align business, brand and behaviour.

创建者 Olukemi A

Jun 15, 2020

As a new student to the concept of Branding, this course really expanded my knowledge and gave me tools to apply what i have learnt. Thank you

创建者 Anna M W

Jun 9, 2020

The course was constructed comprehensive and compact. I am really inspired by the content exceptionally well presented by Professor Tavassoli.

创建者 Iannis D

May 25, 2020

The course gives a very good and complete insight of the brand's role in business. It is a n excellent choice to learn from a great professor.

创建者 Rahul G

Dec 12, 2019

This course is fantastic, it clearly brings out concepts of brand management and a brand promise can be delivered.

Very well structured course.

创建者 Jacline G

Aug 25, 2020

Very educational and an interesting take on concepts that most marketers think of differently. Overall very insightful and highly applicable.

创建者 Mateo M

Jul 20, 2020

Very interesting perspective of how to manage the brand and a whole new concept between HR and Marketing working together, loved this course.

创建者 ANNA R 1

May 28, 2021

It was a wonderful experience. And I thank Professor Nader Tavassoli for his excellent teaching and coursera for giving me this oppurtunity.

创建者 Aarthi R

Nov 3, 2020

Superb learning ,

Teaching was excellent

Videos and materials provided were awesome

Thanks fr increasing my ability towards branding analysis


Aug 15, 2020

This course taught me how brand management actually works and provided me the knowledge i need to truly understand core concept in my field.

创建者 Michael A Z B

Jun 8, 2020

it's valuable course, it gave me another extent and understanding in how to run and market Business starting from Business, brand, behavior.

创建者 Rahul B

Jan 6, 2020

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

创建者 Mariane R

Jan 26, 2022

I really enjoyed the course, it is clear, understandable and contains a lot of value. The interviews were excellent to ground the concepts

创建者 Lukas H

Nov 10, 2021

Professor Tavassoli is an excellent teacher. This course is a masterpiece, and I am very glad that I was able to take it on this platform.

创建者 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

创建者 Thelma W

Mar 3, 2019

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

创建者 kim s v

Mar 8, 2021

Thorough, taught well using informative interviews and examples. Sometimes the graphics were difficult to understand. Overall, well done.

创建者 Sergio I

Apr 1, 2020

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


Apr 28, 2021

Very well explained, concepts were very interesting and like the interviews videos as well for better understanding with the real world.

创建者 Yuliya K

Apr 25, 2021

it's great course for beginer. You will understand how a brand is built and you can immediately apply it to your brand, if you have one.


Dec 6, 2020

Its an awesome experience learning from Prof Nader Tavassoli. I did not just learn what i need to learn from this MOOC but I also enjoy.

创建者 K K K

Jul 6, 2020

Excellent course structure and lot of practical insights especially interview with industry professional is the highlight of this course