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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

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2,160 条评论


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.”...



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!


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!


1726 - 品牌管理:协调经营、品牌和行为 的 1750 个评论(共 2,201 个)

创建者 Ashutosh r

Jul 7, 2021

it was great to learn

创建者 Oladimeg - L C

May 9, 2021

This was really good.

创建者 Ana B d l M

Mar 12, 2021

So useful, thank you.

创建者 Hải N

Dec 12, 2020

Great! thanks so much

创建者 Lucas B

Nov 10, 2020

Y'all are the beasts!

创建者 Urika R

Oct 11, 2020

An insightful course!

创建者 Rishav M

Jul 21, 2020

Very efficient course

创建者 Anushree g

Jun 26, 2020

Its very good for us.

创建者 Prabhat G

Jun 7, 2020

This was awesome mooc

创建者 Polina L

Jun 10, 2022

g​reat course thankx

创建者 Ejaz S

Mar 6, 2022

​very Amazing Course

创建者 Kshitij S

Mar 4, 2022

​wonderful learnings

创建者 GIAN M O

Jul 18, 2021

Very Good Professor!

创建者 Muhammad A I

Jul 8, 2021

excellent experience

创建者 Busra G A

Feb 20, 2021

I really enjoyed it!

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.


Feb 11, 2021

Thank you Coursera!

创建者 Narumol K

Dec 11, 2020

Easy understanding,