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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

4.9
393 个评分
137 个审阅

课程概述

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.”...

热门审阅

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

DO

Feb 04, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

筛选依据:

51 - 品牌管理:协调经营、品牌和行为 的 75 个评论(共 134 个)

创建者 Shiavni S

Oct 29, 2018

Amazing Course and amazing faculty. A must do course for all those who have some interest in brand management.

创建者 Syed R A

Nov 04, 2018

Originally speaking, this course completely changed my perception about organizations competing in todays extremely competitive environment, it will definitely help me to take my skills to the next level, and not ending there, it will help me better supervise my own organization as well...

创建者 Cristina S

Nov 04, 2018

Amazing approach in branding, I highly recommend it.

创建者 Kevin M

Nov 06, 2018

This is an excellent course. It is challenging and yet highly informative. I would recommend this to anyone looking to be well informed about branding. The lectures are clear and the lecturer takes his time to present the ideas clearly. The course covers quite an extensive range of knowledge. However the each segment of the course doesn't lead you on a tangent. The course direction always brings you back to the central understanding of what a brand is and the potentials of what a well managed brand can do.

创建者 ihtisham n

Nov 06, 2018

very good for students

创建者 Michael P

Nov 11, 2018

A fantastic all-round brand strategy course that will serve you well in your lifelong business journey. LBS rocks this one!

创建者 ANUSHA S

Nov 10, 2018

best course i have learn many more..

创建者 Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

创建者 Amna A

Nov 21, 2018

Very understandable

创建者 Manahil A Q

Nov 21, 2018

The way this MOOC has been designed by Nader Tassavoli is just commendable. 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. Thankful to Nader for putting his heart and soul in this MOOC to benefit us all and requesting him to come up with some more MOOCs on Marketing Strategies and other releated topics. Thank you Professor! :) :)

创建者 Michelle O

Nov 21, 2018

It was a great video for anyone that wants to understand how brands work and how powerful they can be

创建者 Hugo

Nov 19, 2018

Great view on the approach that all companies that want to thrive should take. Easy to understand and really motivational.

创建者 Anirudh S

Nov 07, 2018

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. Also, the changing customer landscape and the impact of technology has also been discussed in detail in this course. Thanks to Prof. Nader Tavassoli and coursera for making this content available

创建者 Muhammad W Y

Nov 07, 2018

I have learned too much from this course. Its beneficial in my career.

Thanks a lot coursera

Thanks a lot LBS

创建者 Vusal S

Nov 21, 2018

The best explanation. I recommend this to all

创建者 FRANCESCA O

Aug 23, 2018

It's a nice course that you can take in far less than 5 weeks if you are committed, it's taking me just 2 probably. And I've been watching all the videos & done all assignments properly (I'm working full time in the day).

The professor is very engaging. Examples are clear and explanatory. A good training for those who want to have basics of branding.

创建者 Usama S

Oct 13, 2018

g

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创建者 Juliana M

Oct 15, 2018

Very instructive course that managed to give me a thorough understanding of Brand Management. The interviews with professionals of the field were what I enjoyed the most.

创建者 Lilian M

Oct 14, 2018

Just excellent!

创建者 Varisara S

Oct 14, 2018

This is an amazing course. I learned a lot and the cases that the professor brought up were great. I'm glad I did it.

创建者 Himanshu S

Sep 19, 2018

Highly recommendable!! Trust me if you want some good knowledge about Brands and Branding then Go For it!! it works :)

创建者 Dobromir D

Mar 27, 2018

Eye-opener!

创建者 Carlos E R

Mar 22, 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

创建者 Danut F

Apr 22, 2018

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

创建者 priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides