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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
4,933 个评分
1,867 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.

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:

1026 - 品牌管理:协调经营、品牌和行为 的 1050 个评论(共 1,890 个)

创建者 Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

创建者 erfansharifi

Jun 28, 2021

An excellent and deep course to get acquainted with the concepts of branding

创建者 Nkosingiphile M

May 14, 2021

A very good cause for a beginner and the lecturer is an excellent teacher!!!

创建者 Deleted A

Oct 11, 2020

Truely the best course on coursera, what a professor, what a course, amazing

创建者 jurate

Oct 10, 2020

it was really good and i learned a lot about how business brand and behavior

创建者 Nidhi R

Sep 7, 2020

Amazing learning experience.It inculcates a passion for managing the brand:)

创建者 Santosh k S

Jun 27, 2020

I really love this course. now I can thinking to launch a product in market,

创建者 Kopal S

Jun 26, 2020

Very informative and a real eye opener in terms of how we approach branding.

创建者 Katarzyna K

Jun 9, 2020

Brilliant course beautifully explained by the professor. Highly recommended.

创建者 Manuel A G S

May 3, 2020

This course changed my mindset, amazing content and the professor is awesome

创建者 Victor A

Apr 29, 2020

Very resourceful course, a great opportunity I will forever be thankful for.

创建者 Suhasini G

Jun 3, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

创建者 Philile H

Oct 8, 2021

Great lessons, clear explanations from the lecture and practical assignment

创建者 Catelyn Y

Jul 15, 2021

​I love how lecturer explain clearly and with clear examples and scenerios.

创建者 Rida S

Jul 9, 2021

It was an amazing course. I would recommend it to every business enthusiast

创建者 Andrew Y S L

May 8, 2021

Prof. Nader is so engaging and lively, love it. Really enjoyed this course.

创建者 Andrew C

Nov 23, 2020

An excellent course for anyone wanting to learn more about brand management

创建者 Ashen L F

Sep 12, 2020

Very interesting and good quality course. Thanks for coursera and lectures.

创建者 Tanya P

Jun 22, 2020

One of the best courses I have taken online. Very engaging and interesting.

创建者 Tanmay G

May 26, 2020

The assignments and lectures were structured in a proper way.. Lot to learn

创建者 Adebowale A

Apr 20, 2020

Quite educative course. easy to implement in train others in the work place

创建者 Giancarlo B

Sep 21, 2020

Clear and fun way to refresh my knowledge on Branding. Highly recommended.

创建者 ahasan k p

Jun 29, 2020

it was a great journey professor nadal was awesome. learned a lot from him

创建者 Hitanshu B

Jun 20, 2020

I had an excellent experience doing this program, thanks Coursera and LBS.

创建者 Mariia S

Mar 5, 2019

Lot's of insights I've got as well as got practical tools to use in my job