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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

4.9
397 个评分
138 个审阅

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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

DO

Feb 04, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

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51 - 品牌管理:协调经营、品牌和行为 的 75 个评论(共 136 个)

创建者 FRANCESCA O

Aug 23, 2018

It's a nice course that you can take in far less than 5 weeks if you are committed, it's taking me just 2 probably. And I've been watching all the videos & done all assignments properly (I'm working full time in the day).

The professor is very engaging. Examples are clear and explanatory. A good training for those who want to have basics of branding.

创建者 Usama S

Oct 13, 2018

g

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创建者 Lilian M

Oct 14, 2018

Just excellent!

创建者 Varisara S

Oct 14, 2018

This is an amazing course. I learned a lot and the cases that the professor brought up were great. I'm glad I did it.

创建者 Juliana M

Oct 15, 2018

Very instructive course that managed to give me a thorough understanding of Brand Management. The interviews with professionals of the field were what I enjoyed the most.

创建者 Donald B H

Aug 19, 2018

A very good course with new theory and many cases and examples.

创建者 Himanshu S

Sep 19, 2018

Highly recommendable!! Trust me if you want some good knowledge about Brands and Branding then Go For it!! it works :)

创建者 Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

创建者 Juan F V

Sep 27, 2018

great course so far,

创建者 Akanksha J

Oct 04, 2018

Excellent course for brand study

创建者 Carlos E R

Mar 22, 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

创建者 Danut F

Apr 22, 2018

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

创建者 Ashish B

Jun 18, 2018

nicely done

创建者 Gitta Q

Jun 21, 2018

Very Educative

创建者 Ambika G D

Jun 19, 2018

The videos were very usefull and knowledgeable.

创建者 Mary C A

Jun 15, 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

创建者 priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

创建者 Htet A K

Mar 28, 2018

Great teaching and assignment

创建者 Derryn J

Apr 25, 2018

Great course. Really engaging and knowledgeable professor. Valuable insights that I have taken into my current workplace.

创建者 Karthick

Apr 26, 2018

Wonderful Course. The art of flow/ structure of this lecture gave a deeper understanding of the subject. I'm very surprised and excited through the course. The course has been very informative and insightful on this going forward on every modules. All the way through the lecture was undeniably so good. Thanks for this course. I hope to put through these principles what i learned in practice.

创建者 Katie

May 01, 2018

Great course with useful insights. Very well presented and content clear.

创建者 Emmanuel M

Apr 24, 2018

This course changes the way that I view branding. It make me realize the need to put more effort into establishing a better brand.

创建者 Agnieszka I

May 13, 2018

Thank you, in the last video, you said that the course was an inspiration for you, because people from all over the world take part in it. For me, this course was an inspiration for a different view of the brand and another approach to it. I hope that your experience in creating this course was positive and we can count on further classes, which I am looking forward to :) Excellent job and good luck.

创建者 Dobromir D

Mar 27, 2018

Eye-opener!

创建者 Shiavni S

Oct 29, 2018

Amazing Course and amazing faculty. A must do course for all those who have some interest in brand management.