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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

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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.”...



Mar 16, 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!


Oct 22, 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.


726 - 品牌管理:协调经营、品牌和行为 的 750 个评论(共 2,210 个)

创建者 Tessa W

Jun 15, 2020

Excellent course! Well explained and the assignments are helping students to reinforce the concepts in the chapter. Highly recommend it!

创建者 Ilya B

Apr 13, 2020

I'd like to express my profound gratitude to Nader Tavassoli for his great work under this course. It was really interesting and useful!

创建者 Hanson N

Aug 19, 2019

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

创建者 Geoffrey J

Sep 28, 2020

Eye-opening thanks to the balance of theoretical and practical approaches. The examples and interviews drove home the concepts clearly.

创建者 Blessing O

Jul 27, 2020

The facilitator did an amazing job at breaking down the different concepts and also use of relevant examples to pass the message across

创建者 Aniket K

Apr 28, 2020

It was an amazing course, Professor Tavassoli has been great through out well timed videos and awesome case studies and examples given.

创建者 Eduardo I

Apr 18, 2020

Excelente! Muy útil si estás comenzando un negocio. De hecho, mejor hazlo antes de empezarlo porque seguro cambiará tu visión sobre él.

创建者 Oleksandr M

Apr 2, 2020

Thank you very much! The course has helped me understand or take a new look at many things in branding and marketing. Highly recommend!


Mar 23, 2021

This course really made me see Brand Management in a different way from the Silo mindset to an holistic view. This was very impactful.

创建者 Argentina M H

Oct 5, 2020

Learned so much from this short course. I can't wait to apply my learnings into action. Professor Tavassoli is great and not boring :)

创建者 Manish S G

Jul 6, 2020

Amazing experience the professor explained everything in a very well manner

Learnt a lot from this course one of the best study content

创建者 Ceyda A

Jul 5, 2020

This is a great MOOC! You can understand how important Employee Branding, Employer Branding, Brand Image and Customer Journey Mapping.

创建者 Sandra A

Oct 26, 2019

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

创建者 Vince S

May 27, 2022

I enjoyed this course! I have added many concepts from this course into the branding of our company. The format was also very good.

创建者 Aboh E

May 13, 2022

This is one of the best courses I have completed. I am using concepts learned to better manage by Company brand Image.

Thanks to LBS.


Oct 14, 2021

It is really helpful even for a beginner. Mr.Nader's way of teaching is so efficient and it looks like I am sitting in his classroom.

创建者 Akello S

Sep 22, 2021

The course was honestly very insightful and raised many questions for me as an entrepreneur. Super excited to have attended the MOOC.

创建者 Yosafat D W

Sep 21, 2020

Professor Nader was able to deliver the theories, concepts, and real-world implementation of aligning brand, business, and behaviour.

创建者 Xenia

Aug 18, 2020

Thoroughly enjoyed this course! The theory is explained so clearly and is accompanied by some great examples. Definitely recommended!


Jul 17, 2020

A very nice and knowledgeable course with insightful learning by providing real life example to explain the terms. i liked it a lot !

创建者 manoj d

Nov 26, 2018

Very organized and informative course. All the concepts are very important for, me to draw a good rout map of my prospective carrier.

创建者 Ju

Mar 22, 2022

Learned so much with this course , the insights and content helped me to have a broadly view about Business and Branding allignment.

创建者 Miki M

Jan 18, 2021

Great course for a beginner like me to understand what a brand is about and the importance and challenge of keeping the brand alive.

创建者 Ben V

Nov 30, 2020

Very enthusiastic presentation and very good content. Also the interviews with experts gives the course an interesting experience.

创建者 Sanele K M

Sep 6, 2020

the course was very informative and the videos were clear and made it enjoyable and kind of easy to go through with all the modules