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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
431 个评分
150 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.

筛选依据:

26 - 品牌管理:协调经营、品牌和行为 的 50 个评论(共 149 个)

创建者 Arif u H

Jan 10, 2019

I'm student of Entrepreneurship but this course was eye opening for me. It was ery insightful and sensitised me to key role of HR to deliver on the brand promise and provide customers delightful and memorable experience. Thank you LBS and Prof. Nader Tassavoli.

创建者 Evangelia N

Jan 25, 2019

Excellent course. It really gives you the essence of branding and makes you see brands from a different perspective. The assignments are an amazing exercise.

创建者 Ankita K C

Feb 11, 2019

Brilliant course! Loved the way the concepts were introduced and their real world application explained via current business studies. Thoroughly enjoyed the interviews with various business men and women. If I were to do an MBA abroad, LBS would be very high on my list, especially due to Prof Nadar. Awesome!

创建者 Jérôme C

Feb 11, 2019

Worth it !

创建者 Coffi F H

Feb 11, 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

创建者 oleg k

Feb 10, 2019

Very interesting and exiting. It forces shifting your mind and to glance on the branding process from another side

创建者 Kanyanat V

Feb 13, 2019

This course has a lot more to learn and practice, if you really want to understand Brand management

创建者 Prashant

Feb 18, 2019

This course is need for any marketing student

创建者 Mariia S

Mar 05, 2019

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

创建者 Yuliya C

Feb 28, 2019

Very useful course, all themes with examples.

创建者 Thelma N W

Mar 04, 2019

A new way of working with brands. Every marketing, HR or C-level professional should understand these concepts and apply them, immediatly.

创建者 Dhaval K B

Mar 08, 2019

great deal of learning about business,brand and behaviour

创建者 Sateesh H

Mar 10, 2019

It is a great course with new perspectives. I feel, Managers or Founders must study this course since the idea of Brand Management is shifting from ' Department' to ' Function'. I am very happy with the content delivery and design of the entire course structure. Great course by great school and look ahead for much more useful courses from University of London.

创建者 Sanjana K

Mar 11, 2019

Excellent explanation with understandable examples.

创建者 Karthikeyan

Mar 18, 2019

Good course for Foundation.

创建者 SHAHIN A

Jan 13, 2019

I am very much happy that I learned lots of

Things from this course.It will help my career in future. On the other hand, I am so happy that I got a certificate from well known and renowned university in England.I know this University of London since my childhood.

创建者 Waqar H

Jan 14, 2019

Coursera opened ways for me to learn from one of the best business teacher in the world, that too sitting in my room. I learned so many things in the course. It also opened new ways for me to look at brands with a totally different perspective.

创建者 setareh f

Dec 29, 2018

A really great course.

It was very useful for implementing my skills.

Thanks Nader Tavassoli for such a great course.

创建者 Martin N

Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

创建者 Andrea B S

Dec 15, 2018

Highly recommendable. The format is very user friendly with phone or laptop, and the content has been very useful.

创建者 Anusree S

Nov 30, 2018

Indeed a great course to delve into the intricacies of BM. Great for someone willing to pursue it as a line of career.

创建者 Boyong Y

Dec 01, 2018

Very easy to understand and mind-opening course on the essentials of brand management, I highly recommend this.

创建者 Richard v R B

Dec 17, 2018

I can only say good things about this course. It has opened my mind about branding, expanded my knowledge and this might sound a bit extreme but it's true. It has changed my life. It has been so valuable for me and this is only the starting point of my branding journey. What a great place to start. If you have never been introduced to branding, I can totally recommend this course.

创建者 George T

Dec 01, 2018

A very useful guide for branding. Simple and clear

创建者 madhavi m

Jul 29, 2018

This course is very helpful if you want to understand the basics of the topic. Using relevant examples and cases really helped drive the content.