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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

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.

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!

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2126 — 2150 de 2,205 Avaliações para o Gerenciamento de marca: alinhando empresas, marca e comportamento

por Luke T

17 de mai de 2020

Good course to refresh as well as learn new insights and thoughts on Branding

por sanath r

10 de set de 2018

very good to get an understanding about brands and how should they be aligned

por Massimo O

3 de jun de 2020

the course is very well formulated even if the examples should be updated

por Vama G

21 de jul de 2021

Very informative and helpful. The examples and interviews helped a lot.

por Karla A

12 de set de 2021

​It's a very good refresher for those interested in brand management.

por Sandeep K y

18 de jul de 2022

this is really amazing. it's very helpfull to understand about brand

por Corgi K

7 de nov de 2021

It's a good class I just like the crash course one on youtube better

por sodipo k

22 de fev de 2021

It is an eye-opener to potentials that are dormant within a brand.

por tommaso r

30 de jun de 2020

very nicely done, some topics will be very important for everyone

por Muhammad F A

10 de mai de 2020

It was amazing in the start but later it became a little boring.

por Neel S

5 de mai de 2022

Very good course, recommend watching it in 1.5 playback speed👍

por Anurag K

7 de ago de 2021

r​eally good course, farely well covered and it helped me a lot

por aman g

19 de mar de 2022

Great course..... A must for people looking to learn to brand.

por Kgosi T

5 de set de 2020

Easy and life changing branding principles highly recommend it

por Inderdeep S

11 de jun de 2022

New knowledge and insight what actually a brand stands for

por Varsha C

2 de out de 2020

Good needs to be updated a bit with more current examples.

por Uzzal K B

21 de mai de 2022

it is a very good course to undertand the band management

por dennis m

10 de ago de 2022

Great course! Definitely improving my branding skillset

por Sriramani M

31 de jul de 2021

If followed and learnt diligently , can help a lot.

por FAROOQ N

11 de nov de 2021

this course helped me alotin learning new tecniqus

por Rohan p

27 de mai de 2020

It's very interesting learning for future business

por Jehoram F B

7 de ago de 2022

Good short course. I've learned a lot from this.

por Renske R

4 de jun de 2020

nice course for beginners in brand management

por PRADEEP K Y

3 de jun de 2020

Great course, Learned a lot from this course.

por Mohsen B

22 de mar de 2020

I wish there was some slides. thanks though