Chevron Left
Voltar para Gerenciamento de marca: alinhando empresas, marca e comportamento

Comentários e feedback de alunos de Gerenciamento de marca: alinhando empresas, marca e comportamento da instituição Universidade de Londres

6,350 classificações

Sobre o 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.”...

Melhores avaliações


16 de mar de 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!


22 de out de 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.

Filtrar por:

2251 — 2275 de 2,337 Avaliações para o Gerenciamento de marca: alinhando empresas, marca e comportamento

por Corgi K

7 de nov de 2021

por sodipo k

2 de nov de 2022

por tommaso r

30 de jun de 2020

por Muhammad F A

10 de mai de 2020

por Neel S

5 de mai de 2022

por Anurag K

7 de ago de 2021

por aman g

19 de mar de 2022

por Kgosi T

5 de set de 2020

por Inderdeep S

11 de jun de 2022

por Varsha C

2 de out de 2020

por Uzzal K B

21 de mai de 2022

por dennis m

10 de ago de 2022

por Sriramani M

31 de jul de 2021

por Gagan K

1 de out de 2022


11 de nov de 2021

por Rohan p

27 de mai de 2020

por Tasia B

3 de dez de 2022

por Jehoram F B

7 de ago de 2022

por Renske R

4 de jun de 2020


3 de jun de 2020

por Mohsen B

22 de mar de 2020

por Abbey W

10 de jun de 2020

por Pallavi S

20 de out de 2022

por Sumit K G

12 de abr de 2022

por Ahmad M

25 de ago de 2022