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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
3,951 个评分
1,547 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!

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.

筛选依据:

1351 - 品牌管理:协调经营、品牌和行为 的 1375 个评论(共 1,538 个)

创建者 Samriddha G

Jul 25, 2020

Excellent !

创建者 Sathurshini Y

Jul 3, 2020

Very useful

创建者 Nishchay R

Jun 26, 2020

Really good

创建者 Sudarshanam H

May 14, 2020

Good course

创建者 shivam M

Apr 24, 2020

Loved it!!!

创建者 Hamad M S A N

Apr 22, 2020

Good course

创建者 Irene Z

Mar 15, 2020

Insightful!

创建者 Ashish B

Jun 18, 2018

nicely done

创建者 Dobromir D

Mar 27, 2018

Eye-opener!

创建者 Sandra S

Mar 2, 2021

great info

创建者 MERTHANAKGUMUS

Jan 3, 2021

thank you.

创建者 Kusuma P

Nov 22, 2020

Thank yyou

创建者 swarnalakshmi

Aug 23, 2020

Productive

创建者 José A G O

Aug 21, 2020

Excellent!

创建者 Caroline S

Aug 17, 2020

Brilliant!

创建者 SOUVIK B

Jul 25, 2020

very nice.

创建者 Devkant K

Jun 23, 2020

Excellent.

创建者 Frederico A S J

Jun 1, 2020

I loved It

创建者 Abdelrahman F

Apr 8, 2019

Great work

创建者 Jérôme C

Feb 11, 2019

Worth it !

创建者 Mostafa A A M

Jan 21, 2021

EXCELLENT

创建者 MINHAZUL A

Nov 23, 2020

Excellent

创建者 vinay p

Sep 28, 2020

very good

创建者 loana d

Sep 5, 2020

excellent

创建者 Adiel Z

Aug 2, 2020

thank you