Chevron Left
返回到 品牌管理:协调经营、品牌和行为

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

5,834 个评分
2,163 条评论


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!


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!


1026 - 品牌管理:协调经营、品牌和行为 的 1050 个评论(共 2,202 个)

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


Jul 17, 2020

Very informative and interesting. Teaching method is great and assignments are very useful.

创建者 Riva

May 20, 2020

I really enjoyed this class and got to learn so much more about branding than just reading.

创建者 Fikirte B

May 16, 2020

It is an eye opening course am not gonna see business the same again,very helpful thank you

创建者 Prateek G

Jan 5, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

创建者 Vaishnavi V

Mar 9, 2022

I have learned lots about brand management . It will very useful for my career devlopment.

创建者 Jiexi H

Oct 20, 2021

​Great MOOC equipped with plenty of marketing strategy examples. Would recommend to anyone

创建者 Annisa O

Sep 26, 2021

really nice insight and such an honoured to have this course lead by Prof. Nader Tavassoli

创建者 Lazarr J

May 12, 2021

Great teacher, makes me want to enroll in the university of London for a marketing degree.

创建者 Juliana I C

Oct 6, 2020

Really useful course, I learned a lot and I will apply all of my new knowledge in my work.

创建者 Usama K

Jul 27, 2020

Extremely informative and effectively engaging. The instructor explains things splendidly!

创建者 Cesar M A

May 22, 2020

This course has changed positively my marketing philosophy. Thank you, professor Tavassoli

创建者 Deepanjali k

Apr 29, 2020

Great course if you are eager to learn about brands. Great examples throughout the course.