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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

4.9
5,852 个评分

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

AS

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!

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!

筛选依据:

2126 - 品牌管理:协调经营、品牌和行为 的 2150 个评论(共 2,212 个)

创建者 anand k

Jul 24, 2022

The course is good for people who want to understand more about market research and branding.

创建者 SHASHANK G

Aug 8, 2020

With the best faculty and thoroughly explained each module with the help of current examples.

创建者 Ayushree S

Aug 8, 2020

The content was good and the topics were explained in an understandable and relatable way.

创建者 Piyash P

May 2, 2020

Unfortunately due to the recent turn of events could not catch up. Hope to start soon

创建者 Настя Л

Mar 1, 2021

I think it is a fascinating course and very possible for brand manager and also SEO!

创建者 Eitan P

May 13, 2020

The course is great! actually one of the best that I have encountered on Coursera.

创建者 GORTI K M

Jul 29, 2020

The concepts were explained very well. A great course for all brand enthusiasts.

创建者 Luke T

May 17, 2020

Good course to refresh as well as learn new insights and thoughts on Branding

创建者 sanath r

Sep 10, 2018

very good to get an understanding about brands and how should they be aligned

创建者 Massimo O

Jun 3, 2020

the course is very well formulated even if the examples should be updated

创建者 Vama G

Jul 21, 2021

Very informative and helpful. The examples and interviews helped a lot.

创建者 Karla A

Sep 12, 2021

​It's a very good refresher for those interested in brand management.

创建者 Sandeep K y

Jul 18, 2022

this is really amazing. it's very helpfull to understand about brand

创建者 Corgi K

Nov 7, 2021

It's a good class I just like the crash course one on youtube better

创建者 sodipo k

Feb 22, 2021

It is an eye-opener to potentials that are dormant within a brand.

创建者 tommaso r

Jun 30, 2020

very nicely done, some topics will be very important for everyone

创建者 Muhammad F A

May 10, 2020

It was amazing in the start but later it became a little boring.

创建者 Neel S

May 5, 2022

Very good course, recommend watching it in 1.5 playback speed👍

创建者 Anurag K

Aug 7, 2021

r​eally good course, farely well covered and it helped me a lot

创建者 aman g

Mar 19, 2022

Great course..... A must for people looking to learn to brand.

创建者 Kgosi T

Sep 5, 2020

Easy and life changing branding principles highly recommend it

创建者 Inderdeep S

Jun 11, 2022

New knowledge and insight what actually a brand stands for

创建者 Varsha C

Oct 2, 2020

Good needs to be updated a bit with more current examples.

创建者 Uzzal K B

May 21, 2022

it is a very good course to undertand the band management

创建者 dennis m

Aug 10, 2022

Great course! Definitely improving my branding skillset