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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

4.9
5,838 个评分

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

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!

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.

筛选依据:

1076 - 品牌管理:协调经营、品牌和行为 的 1100 个评论(共 2,205 个)

创建者 Claudia G

Feb 7, 2021

It was great! Everything I learned in this course will helping me growth in my career.

创建者 Marcela M L F

Aug 26, 2020

I loved the program content, excellent professor, and great examples while explaining!

创建者 seraarav

Jul 10, 2020

It was a great experience to learn about "brand management". It was really thoughtful.

创建者 Prachi g

Jul 6, 2020

I really like this course and this course provides me a good knowledge about the brand

创建者 Man C

Jul 23, 2022

Knowledgable and understandable course .... it wa sa great learning.... thanks Mentor

创建者 Muhammed Ö Ç

Mar 29, 2022

The course was very nice. I would like to thank our valuable teacher for his efforts.

创建者 Adrian D

Dec 27, 2021

Enjoyed the course very much. well presented and gained much insight. thank you Nader

创建者 hillary k

Nov 13, 2021

Amazing lecture with very detailed and good examples. This is a course worth taking!!

创建者 Bhargavi R

Jun 4, 2021

t​his course improved my insight on how i view business. it gave me a new perspective

创建者 Nazgol M

Apr 11, 2021

the exceptional course which I strongly advice managers in any department to take it.

创建者 Jason H

Apr 2, 2021

Branding well explained with the key concepts and tools to manage branding as a whole

创建者 fcastilloch

Mar 1, 2021

This was a very interesting journey, the professor and the interviews were top-notch!

创建者 Brie E

Jan 5, 2021

One of the best brand courses I have taken! Fantastic for even experienced marketers.

创建者 Denise M

Nov 25, 2020

a very well explained course really usefull also on this particular historical period

创建者 Handi S M

Jul 4, 2020

Very thoroughly and detailed course. I got a lot of new perspective from this course.

创建者 Simona L

Apr 28, 2020

Very insightful and with many pragmatic examples that makes the brand topic tangible.

创建者 marisol m

Jan 31, 2022

H​a sido un curso fantastico donde he podido aprender las bases del brand management

创建者 Elena G R

Mar 9, 2021

Una materia muy interesante, una forma de explicar por parte del profesor excelente.

创建者 Valeria L H

Feb 11, 2021

This course helped me to see marketing with a new perspective. I highly recommended.

创建者 Sachin L

Jan 21, 2021

Very well explained & loved the way & concepts were delivered by Professor Nadir sir

创建者 Aleksey M

Dec 28, 2020

Great course! I'm really happy that I've learned so many new things here! Thank you!

创建者 Anass R

Oct 11, 2020

Great insights and knowledge! On the other hand, the teacher looks like a great guy.

创建者 Spandan T

Oct 2, 2020

Amazing course. Extremely intuitive and interesting. Can't wait for more such MOOCs.

创建者 Radha R

Aug 15, 2020

Really enjoyed the course. The content and presentation are simple and effectiveness

创建者 MEDHA B

Jul 27, 2020

knowledgeable and insightful content. enjoyed every moment learning from instructor.