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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
4,637 个评分
1,793 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.

AS
Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.\n\nVery insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

筛选依据:

1451 - 品牌管理:协调经营、品牌和行为 的 1475 个评论(共 1,808 个)

创建者 David P

Nov 29, 2020

Very good instructor

创建者 MD. F S

Sep 2, 2020

It was a great MOOC.

创建者 Swarnalakshmi

Aug 24, 2020

Wonderful to adopt !

创建者 Dive A B

Aug 4, 2020

Professor is great !

创建者 Jaime A M B

Oct 28, 2019

Totally Recommended!

创建者 Juan F V

Sep 27, 2018

great course so far,

创建者 Khyati M

Jun 29, 2021

very well organised

创建者 Paula B C d S

May 28, 2021

Its amazing course.

创建者 ELIAS P N

Feb 11, 2021

Thank you Coursera!

创建者 Narumol K

Dec 11, 2020

Easy understanding,

创建者 Olesea C

Jun 16, 2020

Excellent course!!!

创建者 mariela p

Jun 10, 2020

Really interesting!

创建者 Daniel B

Apr 24, 2020

Great experience!!!

创建者 Jonathan W

Apr 8, 2020

Very clear delivery

创建者 U K S

May 9, 2019

I LIKE EXCELLENT...

创建者 Amna A

Nov 21, 2018

Very understandable

创建者 Nacha S

Aug 8, 2021

excelente course!!

创建者 DongPV5

Aug 6, 2021

Thank you so much!

创建者 YEN H

Jul 26, 2021

I like this course

创建者 faith n

Apr 16, 2021

excellent teaching

创建者 Jerome V (

Apr 11, 2021

Very Useful course

创建者 Fatima L A

Dec 8, 2020

It's really useful

创建者 Dharmendra K

Nov 7, 2020

Awesome experience

创建者 sathwik

Oct 15, 2020

informative course

创建者 Catherine R M

Aug 5, 2020

Excellent material