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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

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4,775 个评分
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1,828 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

SS
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.

AS
Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.\n\nVery insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

筛选依据：

1101 - 品牌管理：协调经营、品牌和行为 的 1125 个评论（共 1,846 个）

创建者 Jasmine C

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Jul 19, 2021

T​his course is a great course, i have learn so much from this.

创建者 Sarthi V

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Jun 7, 2021

A big thank you to Nader and the production team. Great course.

创建者 Pramod M

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May 28, 2021

the best faculty and the course resourse i have seen in my life

创建者 Rachelle M

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Mar 7, 2021

Very insightful, inspiring! I learned a lot from this course!!!

创建者 Adwoa T K

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Nov 5, 2020

Professor Nader's style of teaching is excellent and relatable.

创建者 Nikhil R

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Oct 16, 2019

I Just love the way professor teaches with such great examples.

创建者 Donal M R P C

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Sep 9, 2019

I am very satisfied with the educational quality of this course

创建者 Vimal G

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Jul 4, 2021

Very good lectures and classes , really loved these course....

创建者 Kothapalli U

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Jun 1, 2020

It is really very explaining with good Examples. Thank you sir

创建者 Aarushi K

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Apr 20, 2020

Great course, teaches quite relevant material for today's time

创建者 Nicole d S O

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Sep 10, 2021

C​urso sensacional e professor incrivel, estou impressionada!

创建者 Edward S

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Mar 1, 2021

¡Un curso excelente con mucho contenido de valor que aportar!

创建者 İzel d

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Oct 1, 2020

Contents of videos were great! Thanks a lot Prof. Tavassoli !

创建者 Anirudh R

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Aug 30, 2020

The course was very well focused and informative, enjoyed it!

创建者 Dmitry

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Dec 2, 2019

Great Course! My deep respect and appreciation to the Author!

创建者 Rafael M

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Jul 27, 2021

A​mazing course and teacher... no more words to describe it.

创建者 JOSE R G

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Oct 3, 2020

very good course with clear explanations and practical cases

创建者 Alejandro R

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Sep 2, 2020

Very clear, extensive explanations with good business cases.

创建者 CHAN R W K

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Sep 1, 2020

love the professor, with excellent examples and explanations

创建者 Nailah F

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Jul 29, 2020

I highly recommend this course. Very interesting & engaging!

创建者 Shuvam C

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Jul 8, 2020

Very informative, constructive enriching learning experience

创建者 Sudarshan B

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Jun 4, 2020

excellent instructor.I want do more course under instructor.

创建者 Zhirosh K

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Mar 31, 2020

Thank you, the course touched more aspects, than I expected!

创建者 Rishabh S

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Feb 7, 2019

It was awesome, i wish it included some Analytics part also.

创建者 Andrea M

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Feb 25, 2021

A brand new perspective, and a lot of interesting concepts.

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