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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：

1276 - 品牌管理：协调经营、品牌和行为 的 1300 个评论（共 1,846 个）

创建者 Marcellinno F d C

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May 10, 2020

Such an amazing course! Thank you Coursera!

创建者 Aziel C

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Mar 30, 2020

Highly relevant for marketing professionals

创建者 Yang M

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Dec 29, 2019

It's the best branding course i had so far.

创建者 Stuart L

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Jan 17, 2019

Outstanding and really enjoyed the content!

创建者 Muhammad A

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Jan 8, 2021

Course is pretty skillful. I appreciate it

创建者 Ruta J

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Oct 12, 2020

Insightful course, gave me some new ideas.

创建者 Jordan H

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Jun 29, 2020

Very insightful and a wealth of knowledge!

创建者 Lynn

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Jun 22, 2020

Love gleaning from Prof. Nader! Thank you!

创建者 ANUSHKA J

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May 9, 2020

An amazing MOOC. Thanks to the instructor.

创建者 AKSHAY K P

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Apr 17, 2020

Well explained concepts with apt examples.

创建者 Anton B

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Mar 30, 2020

A good skills, professor good at marketing

创建者 Austyn H

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Feb 23, 2021

Learnt alot really awesome course,

Thanks

创建者 AHMAD D

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Nov 3, 2020

I get a new knowledge and its very useful

创建者 Russell G

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Aug 14, 2020

Professor Nader Tavassoli was brillant !!

创建者 Nidal M A A

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Aug 7, 2020

Great Job Dr. Nader Tavassoli. Thank you!

创建者 Somnath R C

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May 20, 2020

OSWAM EXPERIENCE COMES COURSES BEHAVIOUR

创建者 Aishwarya R

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Oct 8, 2019

Great course! I learnt a lot. I loved it.

创建者 Yuliia P

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Sep 20, 2021

I​t's my second best course at coursera!

创建者 OKE O

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Aug 29, 2021

Highly Educative, A boost for my career!

创建者 Burcak C

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Mar 25, 2021

It was incredible experience! Thank you!

创建者 abeer A

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Feb 28, 2021

thank you so much, prof. Nader tavassoli

创建者 Anshul A

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Dec 21, 2020

It's very informative and well designed.

创建者 Kaustubh G

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Sep 12, 2020

Learned a new concept :signature pricing

创建者 Hafiz S

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Sep 7, 2020

One of the best courses I have attended!

创建者 Tarun S

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Aug 14, 2020

Excellent instructor and great learning.

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