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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

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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

AS

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!

S

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.

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251 — 275 de 2,205 Avaliações para o Gerenciamento de marca: alinhando empresas, marca e comportamento

por Anita T

11 de mar de 2021

Brand Management Course was my first course in Coursera and i learned more about branding special Internal branding and the importance of paying attention to employees and the value of brand experience and brand behavior. Thank Mr Tavasoli and I'm grateful to take part in this course.

por SHAKHI S

31 de ago de 2020

It was a great learning experience and gave me an insight on how actually brand functions. The professor was very clear and concise in his MOOC, used real life examples and gave me great confidence in brand management. Thank you so much for this wonderful course, I highly recommend it

por Kirsty D

5 de abr de 2020

An informative course on brand positioning, behaviours and its relationship within the modern company. Plenty of examples and a variety of modes of teaching to make it easy to understand. Nadar is a brilliant teacher and I look forward to learning more from the London Business School.

por Maria L

22 de fev de 2021

Fantastic course that gives not just a wide reaching view of brand management but also dives deeper into each subject. Very nice professor with pleasant presentation skills that uses well-recognized companies and visuals to demonstrate the concepts as well as superior guest speakers.

por Julie K

20 de fev de 2021

Professor was very personable with interesting anecdotes. Lively presentation. I enjoyed learning the inner workings of brand regarding customers and employees. I wasn't a big fan of the course quizes. They didn't seem to capture what I thought were the big takeaways of the modules.

por Eleni H

21 de jan de 2021

A very well-structured MOOC that presents with an interesting way a different approach to traditional branding and brand management. Several concepts are well defined and described giving a totally new way of thinking and practicing branding in an organization. I highly recommend it!

por Nishita

27 de mar de 2020

Great classes. I really liked the professor's way of teaching. I am really thankful to him for explaining each and every point with easy examples and adding interviews with various executives of different brands. I got learn a lot about Branding. Its a broader concept than i thought.

por Dao T T L

15 de set de 2021

Thank you so much for the teaching. I learned a lot from this course and I will apply immediately in my works. I also could improve a lot my English that I forgot a lot. A thousand of thanks to you all, especially teacher that I admire very much ! I love your teaching style :D :D <3

por Lina P

11 de jan de 2021

This is the 4th course I have done in the past year and it has being full of interesting content. I work for a retail company in Uk and it has helped me to have a clearer vision of how a business operates within. The teacher also is excellent, very engaging and clear on every class.

por Razan A

16 de jan de 2021

From this course (Brand management: aligning business, brand & behavior) I learned a new performance management method that focuses on making sure that organizations are measuring the right thing and measuring them the right way.

To get it right, the whole organization has to align.

por William G A

30 de jun de 2020

I learned a lot on this Brand Management Course. Never thought that Branding is a wide and variety of information, to be in good position. Techniques, examples and explanation by the professor. It inspires me, using the knowledge in my current situation and applying for new jobs.

por Giulia D F

30 de abr de 2020

Very good themes, super professional video and slides. Last but not least, Prof Tavassoli is very motivated and involving. He really wants to trasmit something to the people who decided to join the course. He will guide you in discovering the adventurous theme of Brand Management.

por Pavlos G

14 de abr de 2020

It was one of the best course i had with coursera. Professor Nader Tavassoli was very inspiring and i would love to see him teach other courses as well. Even if he talks in videos, he creates that intimacy and that makes watching it more interesting and intruguing. Congratulations

por Ahnaf T

3 de jan de 2022

A very informative course. Learned a lot about branding from this MOOC. Before taking the course I used to have a narrow way of thinking about branding, now I understand the depth of it and how broad it actually is. Thanks to Mr. Nader Tavassoli for sharing his knowledge with us.

por Edoardo T

26 de abr de 2021

Professor Tavassoli is, single handedly, one of the best teacher I ever had the pleasure to listen to.

Wonderful, basic, course, for who wants to start a journey in the brand management word. A must, here on Coursera.

You will never look at a coat-hanger in the same way as before!

por Hemanth Y

25 de mai de 2020

First and foremost tons of thanks to

Professor Nader Tavassoli of London School

Business who presented insights of Brand Management supplemented with video interviews with CEO's as well as case studies to gain deeper into the subject. Great Job.... Thanks you so much Sir.

por Nayantara J

22 de mar de 2021

This course is an ideal route to get started, understand and convert ones curiosity into deep rooted interest towards brand management. I would highly recommend taking this MOOC to be able to achieve clear brand understanding and application towards company and customer base.

por Astha A

17 de abr de 2020

I think Professor Nader Tavassoli is the best Professor ever! He keeps the content easy to understand and in proper order. There are a lot of interviews and examples incorporated that makes the understanding of the concept very practical. I would say this is a must do course!

por yeganeh a m

15 de mai de 2021

Fantastic course. You will find it easy to learn as great illustrations, and valuable interviews are combined in each module. Bringing the new developments about branding to the MOOC made it even more impactful. Thanks to professor Nader Tavassoli for such wonderful compile.

por LETIZIA T

29 de jul de 2020

I want to thank professor Nader Tavassoli for giving me the opportunity to discover this new learning method. Personally, I really liked this course because gave me the basic instruments to understand the importance of branding in a simple and detailed way. Again, thank you.

por Roberto G

20 de jan de 2020

Exceptional, Prof.Tavassoli is one of the greatest lecturers I've ever listened and the course gives a lot of insights on how to translate a Brand into something that the consumer can feel, an unforgettable experience. A must for Brand or Marketing Managers and Specialists.

por Anna T

5 de out de 2019

Brilliant MOOC! Loved all the real life examples (good and bad) and the interviews. Professor Nader Tavassoli rocks!! Will consider taking this course again to get a certificate. This time simply looked through all the videos and additional reading. Thank you for the MOOC!!

por Joy S G

19 de nov de 2021

The professor is very thorough in discussing each topic. The interviews helped a lot too, making the students appreciate how the theories presented are being applied in the real world. 16 years in the industry, and there are still so much to learn about Brand Management.

por Gönül G (

23 de jun de 2021

Very interesting topic with very clear, thought through and structural content. Even for someone with technical background, it was very logical and a very up to date topic. I appreciate the effort that has been made by making the videos and inviting experts the interviews.

por Gaurav T

14 de mar de 2021

This is an excellent -MOOC offered by LBS by professor Nader. Important branding concepts are explained in a simple manner with relevant examples. I highly recommend every branding enthusiasts to take up this course. It is also one of the cheapest courses available online.