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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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5,572 个评分
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2,063 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：

1826 - 品牌管理：协调经营、品牌和行为 的 1850 个评论（共 2,098 个）

创建者 Dobromir D

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Mar 27, 2018

Eye-opener!

创建者 Mahmoud M S Q

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Mar 28, 2022

OOD COURSE

创建者 pujan k v

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Feb 22, 2022

Must learn

创建者 Ramunė M

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Jan 30, 2022

Thank You!

创建者 Nour N

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Nov 3, 2021

​very good

创建者 sebastian

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Jun 28, 2021

M​Uy bueno

创建者 MARCELO R

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May 11, 2021

Excellent!

创建者 Sandra S

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Mar 2, 2021

great info

创建者 MERTHANAKGUMUS

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Jan 3, 2021

thank you.

创建者 Kusuma P

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Nov 22, 2020

Thank yyou

创建者 swarnalakshmi

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Aug 23, 2020

Productive

创建者 José A G O

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Aug 21, 2020

Excellent!

创建者 Caroline S

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Aug 17, 2020

Brilliant!

创建者 SOUVIK B

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Jul 25, 2020

very nice.

创建者 Devkant K

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Jun 23, 2020

Excellent.

创建者 Frederico A S J

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Jun 1, 2020

I loved It

创建者 Abdelrahman F

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Apr 8, 2019

Great work

创建者 Jérôme C

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Feb 11, 2019

Worth it !

创建者 DHANRAJ S G

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Apr 26, 2022

VERY NICE

创建者 Nidhi n

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Feb 1, 2022

Excellent

创建者 A. B S

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Jan 18, 2022

excellent

创建者 Lực T H

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Oct 3, 2021

Wonderful

创建者 Gio E

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Sep 29, 2021

Excellent

创建者 Aarón R

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Sep 10, 2021

Excellent

创建者 Lehi B R

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Jun 30, 2021

Very good

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