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Brand Management

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.”

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Rating 4.9 based on 195 ratings
Length 6 weeks
Starts Nov 21 (last week)
Cost $49
From University of London, London Business School via Coursera
Instructor Nader Tavassoli
Download Videos On all desktop and mobile devices
Language English
Subjects Business
Tags Business Marketing Entrepreneurship

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What people are saying

brand management

A great opportunity to discover another face of the brand management.

This course has taught me so many valuable things about Brand Management, highly recommended and great job Professor in keeping the videos short engaging and effortless.

I can't recommend it enough to anyone looking for a fresh look at Brand Management.

PERFECT Really changed my mindset of Brand management itself.And really made me think about but Brands truly mean and what my role is actually.

I feel, Managers or Founders must study this course since the idea of Brand Management is shifting from ' Department' to ' Function'.

This course is need for any marketing student This course has a lot more to learn and practice, if you really want to understand Brand management Worth it !

Very interesting approach to brand management, i liked the reflection assignments at the end of each module.

A must do course for all those who have some interest in brand management.

Very instructive course that managed to give me a thorough understanding of Brand Management.

Good for Marketing student who want to have a different and more real perspective of Brand Management.

It has created more thrust in me for the genre of brand management and marketing and I am looking forward to do more courses in this area and will try to excel further in this segment.

I have come across really new insights which have helped me change my thinking process towards brand management excellent Comprehensive & enlightening course on brand management Very helpfull!!

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

The modules in the course are well thought out and cover nearly everything one needs to expand their knowledge of brand management.

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easy to understand

Nader makes a fantastic job explain everything in a very smart and easy to understand way.

Nader Sir Your example from the real world is just Awesome and make it easy to understand the concept of terms.

Easy to understand and really motivational.

Its beneficial in my career.Thanks a lot courseraThanks a lot LBS A really informative course about the basics of Branding and it is explained through a lot of practical examples which makes it easy to understand the concept.

Easy to understand and systematic.

Also prof.Nader has provided the course content in such a simplified and practical manner - that is both easy to understand and implement.

He made it very easy to understand the concepts which were unknown to me.

A great overview of brand management with tools and concepts which make the course easy to understand and on the same time give you the techniques to apply the knowledge.

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nader tavassoli

Very important Course.Really interesting Prof. Nader Tavassoli got an excellent style of teaching.

Thanks Nader Tavassoli for such a great course.

Amazing course by Dr Nader Tavassoli.

Thank you so much Professor Nader Tavassoli.

I really enjoyed the course by Nader Tavassoli and it provided a lot of value to me.

Professor Nader Tavassoli rocks!!

In one word, the course was "AWESOME"I would like to extend my gratitude and regards to Prof Nader Tavassoli for a wonderful course led by examples, cases and interviews.

Thanks a ton to professor Nader Tavassoli for such a great MOOC.

Su enfoque enriquece y amplía la visión de La Marca.Muchas gracias Nader Tavassoli Excellent course for anyone interested in how a brand helps the business grow.

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interviews with

Thoroughly enjoyed the interviews with various business men and women.

Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

There are also a few great interviews with leaders of firms such as Unilever.

The teacher is an amazing soul who explains things so clearly, and he even runs some interviews with real CEO's and entrepreneurs.

Fresh light on brand management, interviews with representatives of top companies, simple but yet very interesting practical examples.

The use of interviews with people who successfully use the combination of business, brand and behavior to promote their brands was very well done.

There are a lot of interviews within the modules to better relate to the everyday person, so you can see real world applications of what is being taught.

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case studies

He has included everything that can make this MOOC a complete perfect course full of real life examples, case studies and especially he took time to interview CEOs and brand managers of numerous brands.

Some of the better moments in this course happen during particular case studies, notably Disney and Southwest Airlines.

All the modules and topics are divided in a smart way which allows you to get out the most from any single concept, Prof.Tavassoli stimulates your interest in delivering stunning examples and case studies worldwide within a fresh approach.

2) Interviews with prominent people, that are not just relevant to the topic of discussion, but also very inspiring and motivating.3)Assignments at the end of each module that promotes evaluation and application of what has been learnt.4) My favourite part of the MOOC was Case studies on various brands like Pampers, Southwest Airlines and many more.Thanks again LSB and Professor Nader Tavassoli.

Fantastic interviews and case studies to keep the course interactive!

The course was very insightful and well delivered with relevant case studies, book and references.

Phenomenal course Excellent course which combines knowledge and real case studies.

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very useful

Very useful, information is up to date and very insightful Such a great course!

Very useful course, all themes with examples.

The format is very user friendly with phone or laptop, and the content has been very useful.

best course, i learn alot of thing from it A very useful guide for branding.

Very Educative The videos were very usefull and knowledgeable.

I found the course very useful as an someone interested in Brand Consulting and think it would also be very useful for operators or customers facing individuals who are integral to delivering the brand promise across customer touch points.

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An overview of related careers and their average salaries in the US. Bars indicate income percentile.

Identity and Access Management Specialist 2 $58k

IT Identity Management Engineer $63k

Identity and Access Management Administrator $63k

Identity Access Management Analyst $64k

Identity & Access Engineer $71k

Identity Access Management $71k

Identity and Authenticaiton Sec Eng $75k

Identity & Access Management... $78k

IBM Tivoli Identity Management $90k

Global Brand Identity & Design $92k

Identity Security Engineer $97k

Identity and Access Management Technologist $98k

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Rating 4.9 based on 195 ratings
Length 6 weeks
Starts Nov 21 (last week)
Cost $49
From University of London, London Business School via Coursera
Instructor Nader Tavassoli
Download Videos On all desktop and mobile devices
Language English
Subjects Business
Tags Business Marketing Entrepreneurship

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