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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
366 个评分
127 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

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.

CH

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.

筛选依据:

76 - 品牌管理:协调经营、品牌和行为 的 100 个评论(共 126 个)

创建者 Rita A

Aug 17, 2018

Very good content and professionals. Good for communcation students who want to learn more about Marketing. Good for Marketing student who want to have a different and more real perspective of Brand Management.

创建者 KK S

Aug 18, 2018

A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum

创建者 Syed R A

Nov 04, 2018

Originally speaking, this course completely changed my perception about organizations competing in todays extremely competitive environment, it will definitely help me to take my skills to the next level, and not ending there, it will help me better supervise my own organization as well...

创建者 Cristina S

Nov 04, 2018

Amazing approach in branding, I highly recommend it.

创建者 Kevin M

Nov 06, 2018

This is an excellent course. It is challenging and yet highly informative. I would recommend this to anyone looking to be well informed about branding. The lectures are clear and the lecturer takes his time to present the ideas clearly. The course covers quite an extensive range of knowledge. However the each segment of the course doesn't lead you on a tangent. The course direction always brings you back to the central understanding of what a brand is and the potentials of what a well managed brand can do.

创建者 Tamilselvan

Apr 19, 2019

Awesome Content

创建者 BALAKUMAR

May 06, 2019

Good one!

创建者 Sajid A

Apr 14, 2019

Give interesting knowledge in each step

创建者 Sheraz S

Apr 14, 2019

Nader Sir Your example from the real world is just Awesome and make it easy to understand the concept of terms.

创建者 Anneka D

May 11, 2019

Amazing course!

创建者 Agus T

Apr 05, 2019

Thank you so very much for making this course available for me to take online. I learned a great deal and the course is informative.

创建者 Yong S S

Mar 24, 2019

Really changed my mindset of Brand management itself.

And really made me think about but Brands truly mean and what my role is actually.

Thank you very much for the MOOK it was very inspiring, and I hope I can really transform this into the work that I do

创建者 Michael M

Mar 26, 2019

PERFECT

创建者 Abdelrahman F

Apr 08, 2019

Great work

创建者 Konstantin T

Mar 28, 2019

Insightful and captivating course that is professionally made and professionally taught. I took away the knowledge that I needed much earlier.

创建者 Austin J

May 08, 2019

This course really assists well with overall understanding of Brands, as well as contemporary differences in how they are managed. Up to date, and well explained with great visuals, there is an abundance of clothes hangers.

创建者 Amit D

May 22, 2019

Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.

创建者 U K S

May 09, 2019

I LIKE EXCELLENT...

创建者 Camila V M

May 09, 2019

I found this course really eye-opening and entertaining!

创建者 Thomashuyskes@hotmail.com

May 13, 2019

Very relevant information for someone who works in an organisation that is shifting towards an Omni-channel strategy.

创建者 Ravi K

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

创建者 Pratyush K G

May 24, 2019

A fantastic course for budding entrepreneurs

创建者 Kayla S

May 16, 2019

Great information and wonderful interaction.

创建者 Suhasini G

Jun 03, 2019

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

创建者 Hartanto D

Jun 02, 2019

This is a great course to learn about branding.