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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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4,777 个评分
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1,829 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
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!

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：

1201 - 品牌管理：协调经营、品牌和行为 的 1225 个评论（共 1,848 个）

创建者 ABIOLA O O

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Sep 28, 2020

Very Insightful, Expository, and Thought-provoking.

创建者 Rajesh.R

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Aug 19, 2020

Excellent Course. Lots of Knowledge Gained from it.

创建者 achyut k

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Jul 8, 2020

There is so much to learn in this course. Thank you

创建者 11_ANUBHA G

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Jun 19, 2020

it was awesome journey during completion of course.

创建者 Vivek B

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Feb 22, 2020

Awesome course, I thoroughly enjoyed the experience

创建者 Sanjana K

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Mar 11, 2019

Excellent explanation with understandable examples.

创建者 Ramuthu H S

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Aug 29, 2021

Gained a lot of knowledge about Brand Management !

创建者 zubin s

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Jul 6, 2021

great insights on brand, businesses and behaviour.

创建者 EVANGELINE.J P

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Apr 21, 2021

Iit's very useful and I learned so many new stuffs

创建者 Hashmat N

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Feb 9, 2021

Great course and well explained by professor Nader

创建者 kenji s

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Dec 14, 2020

Enjoyed this course immensely thank you professor!

创建者 AURELLIA G D

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Nov 2, 2020

its been really fun to study with coursera

thankyou

创建者 Julia C L

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May 8, 2020

It was an amazing course. I learned a lot. Thanks!

创建者 Begüm K

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Feb 24, 2020

this course was very explanatory,i've learned alot

创建者 Georgios T

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Dec 1, 2018

A very useful guide for branding. Simple and clear

创建者 Paula G M

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Feb 15, 2021

Really interesting course and amazing instructor.

创建者 JEROME S T

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Dec 7, 2020

this course is very knowledgeable and interesting

创建者 Shivam S

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Nov 5, 2020

Widen my perspective about Brand structure a lot.

创建者 Bachtt

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Oct 7, 2020

The course is practical and the Professor is good

创建者 adeola a

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Aug 27, 2020

This course has been exceptional and mind blowing

创建者 Nivetha. R

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Aug 26, 2020

it was good platfrom for learning in all students

创建者 Rahul S

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Jun 15, 2020

It was an amazing course and was very insightful.

创建者 Namrata S

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May 5, 2020

Best teaching , very beneficial and best course .

创建者 Paula A L

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Nov 28, 2019

Muy completo, interesante y realmente provechoso.

创建者 Aditya J W

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Oct 25, 2019

Really helps to undertand things done to a brand.

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