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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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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.


2151 - 品牌管理:协调经营、品牌和行为 的 2175 个评论(共 2,209 个)

创建者 Jehoram F B

Aug 7, 2022

Good short course. I've learned a lot from this.

创建者 Renske R

Jun 4, 2020

nice course for beginners in brand management


Jun 3, 2020

Great course, Learned a lot from this course.

创建者 Mohsen B

Mar 22, 2020

I wish there was some slides. thanks though

创建者 Abbey W

Jun 10, 2020

Very informative and well rounded course

创建者 Sumit K G

Apr 12, 2022

Excellent course on brand management .

创建者 Alejandro T B

Sep 6, 2021

Good course about brand management

创建者 Sujata J

Jun 8, 2021

overall the course was enriching.

创建者 Vita

Dec 7, 2020

课程内容很棒!只是在中国不支持视频播放,有点 遗憾。字幕笔记很好!

创建者 Sneha E

Aug 11, 2020

It was an amazing time learning.

创建者 MA Y

Apr 22, 2021

Good course. Learnt some models

创建者 Vijaya J

Jan 1, 2019

Excellent course for branding!

创建者 Ammar K

Mar 29, 2021

That's a really good course

创建者 Mai L

Sep 12, 2021

very interesting course.

创建者 Aidyl P

Dec 13, 2020

It really help me a lot.

创建者 Kenza K

Feb 28, 2021

Cours très intéressant

创建者 Lakshay G

Oct 25, 2020

excellently explained

创建者 rod m

Aug 13, 2020

excelente oportunidad

创建者 Priyanka P

Jun 23, 2020

it was a great sesson

创建者 Ajay K K

May 2, 2020

It was a good course.

创建者 Chayanit r

Apr 19, 2021

I need some handouts

创建者 Deepti S

Nov 25, 2020

Well designed course

创建者 Swetha S K

Aug 25, 2020

Thus was very useful

创建者 Karabo S R

Oct 5, 2020

Well said Tavassoli


Mar 21, 2021

Davvero ottimo !