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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
5,565 个评分
2,063 条评论

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

S

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.

SS

Apr 19, 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!

筛选依据:

976 - 品牌管理:协调经营、品牌和行为 的 1000 个评论(共 2,094 个)

创建者 Catia G

Jun 4, 2021

Great insights! The Teacher is very good and he is very enthusiastic on sharing his knowledge!

创建者 Pradeep A

Mar 22, 2021

Wonderful program and nicely planned and delivered, Loved the whole experience of the program.

创建者 Flavia R Z T

Mar 14, 2021

I learned and practice all my knowledge in this course! It was really helpful and interesting!

创建者 Julius B

Jan 1, 2021

I liked that a lot of practical examples were provided. I enjoyed every minute of this course.

创建者 Королева О С

Dec 16, 2020

This course is very useful for people interested in brand management and some marketing hints.

创建者 oliviadaechsel

Jul 14, 2020

Awesome professor! I really enjoyed the examples you used to best describe the topics at hand.

创建者 Anusha D

Jun 26, 2020

The lectures explained with the relevant examples helped me to better understand the concepts.

创建者 Noelia S S M

May 1, 2020

Im from Guatemala! Excellent MOOC! Thank you for all the examples is the best way of learning.

创建者 Anwesha B

Sep 7, 2019

I don't think there could be a better course for Branding than this. The instructor is awesome

创建者 Nesrin Ş

Oct 2, 2021

It was really beneficial course and I definitely suggest. Nader Tavassoli is a great teacher!

创建者 Federico C

Mar 23, 2021

Great Course! I learned a lot of things that I didn´t know. Thanks a lot for the opportunity!

创建者 Isaac B

Dec 16, 2020

What a great professor and a great line-up of professionals. Thank You Prof. Nader Tavassoli!

创建者 Ebenezer A L

Oct 28, 2020

Course contents was well equipped, very educative and involved indepth research and analysis.

创建者 Lilian Y

Dec 28, 2021

Excellent frameworks and case studies that can help beginners as well as seasoned marketers.

创建者 Sheima T

May 1, 2021

This course is wonderful and I learn very useful expression about my business and my career.

创建者 Seoyun L

Sep 28, 2020

Really insightful and interesting MOOC. Well presented with great case studies and examples.

创建者 Yesenia E M T

Sep 9, 2020

Es un excelente curso que vale la pena repetir para interiorizar el aprendizaje por completo

创建者 Jaydip

Jul 21, 2020

kudos to professor Nader Tavassoli, a very well designed MOOC. highly recommend to everyone.

创建者 Abhishek G

May 15, 2020

Fantastic teaching by Nader Sir..!! He set the live examples and the interviews were awesome

创建者 manav

Jan 25, 2022

Great course!!! So many examples and insightful information. Very engaging and interesting.

创建者 Ammar K

Sep 20, 2021

I really learn a lot from this course regarding Bran Management and its suitable behaviour.

创建者 Joseph

Apr 11, 2021

Loved the pace, the blend of real life examples to glossary terms made it very interesting!

创建者 vibhore v

Oct 28, 2020

The course has been explained always in practical ways and was quite interesting to attend.

创建者 Gloria U

Sep 8, 2020

This course was very detailed and the facilitator did a good by using real life situations.

创建者 Paula D

Aug 6, 2020

Curso sensacional, abordagem atual. Eu realmente gostei muito do conteúdo e da dinamica apr