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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

5,843 个评分


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!


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.


1226 - 品牌管理:协调经营、品牌和行为 的 1250 个评论(共 2,208 个)

创建者 Jim D

May 1, 2022

Great course, easy to follow and covers some great ideas and concepts.

创建者 Daniel I

Mar 23, 2021

I'm really glad I took this course. Very insightful and well detailed.

创建者 Maria C O

Feb 23, 2021

Learned a lot from this course that I can apply in the work that I do.

创建者 Chau Y N

Jan 20, 2021

Thank you very much to Professor Nader, I've learnt very much from him

创建者 Abdullah R

Oct 25, 2020

Amazing Course really liked the teaching methodology by the instructor

创建者 Cheyenna K

Sep 15, 2020

Very good course and will boost you if you're in the path of business.

创建者 Gracious D

May 30, 2020

Great course! A much needed perspective on marketing in today's world.

创建者 王旭峰

Mar 6, 2020

Thank you for your education and inspiration. We will make our impact!

创建者 Erica D

Apr 18, 2022

I learned new brand strategies while thoroughly enjoying this course.

创建者 Miguel S

Feb 20, 2022

It's very clear and interesting. Exellent teacher. Loved this course.

创建者 Yash B

Feb 4, 2021

Amazing MOOC, loads to learn. Great examples and the best interviews!


Dec 20, 2020

i so clear to learn this courses from the first till the end courses.

创建者 EJ C

Aug 31, 2020

I have learned so many things! Every concept is explained thoroughly.

创建者 Evandro P

Jul 2, 2020

Curso excepcional, muito além das expectativas para quem já é daárea.

创建者 norberto v

May 26, 2020

Un curso muy bueno , muy capacitado el instructor y excelentes clases

创建者 Danut F

Apr 22, 2018

A great opportunity to discover another face of the brand management.

创建者 Chilaka R C

May 30, 2022

Absolutely educative MOOC. I don't regret signing up for the course.

创建者 Victor O

Mar 9, 2022

This is the best MOOC I have taken ever. Thank you, professor Nader.

创建者 WEI C H

Jan 20, 2022

Highly recommend!! Great course with well design and nice Instructor

创建者 Andres C

Jan 18, 2021

Great experience. Magnificent way to communicate concepts. Thank you

创建者 Cate F

Dec 3, 2020

Great course, I really liked it. Has incredible topics and examples.

创建者 Prashant T

May 25, 2020

Great course for any one wanting to learn how great brands are made.

创建者 Ravi K

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

创建者 Jacqueline C

Jan 29, 2019

For marketing people, this is a great course to change your mindset!