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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
4,768 个评分
1,826 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!

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:

1026 - 品牌管理:协调经营、品牌和行为 的 1050 个评论(共 1,844 个)

创建者 Mariia S

Mar 5, 2019

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

创建者 Yuichi K

Sep 24, 2021

I learned a lot of new concepts for brand management through this course.

创建者 MARGARET N

Jan 17, 2021

Very insightful and educational course.Im grateful about the opportunity.

创建者 Osajele s

Dec 26, 2020

Great course!!!!!! Excellent teaching skills! I recommend it for everyone

创建者 Marcelo C

Dec 25, 2020

Very good summary and compendium knowledge about present Brand Management

创建者 Farore O

Dec 22, 2020

it has broadened my mind on the importance of brand to consumer behavior.

创建者 Ece E

Dec 1, 2020

By far one of the best courses on Coursera. My thanks to Prof. Tavassoli.

创建者 Ayodeji A

Oct 15, 2020

Awesome Course!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Prof. delivery is on point!

创建者 Haneen S

Aug 15, 2020

I have learnd many things I will use them in the future.

Thank you so much

创建者 Anai S

Aug 14, 2020

Great course I loved how dynamic it was, the interviews and the material!

创建者 Daniel D

Jun 24, 2020

This is one of the best coursera courses I've ever done. Well done Nader!

创建者 Katie

May 1, 2018

Great course with useful insights. Very well presented and content clear.

创建者 Mohamed R

Aug 29, 2021

Learned about the importance of employee involvement of building a brand

创建者 Satyaki B

Jan 25, 2021

Great course. Got to learn a lot of insights regarding Brand management.

创建者 Daniel Á G

Nov 30, 2020

So interesting. It helped me to see brand management in a different way.

创建者 Ankur P

Jul 14, 2020

This course will give you a very good understanding of what branding is.

创建者 Andrei V M

May 24, 2020

Amazing course. Full of useful information and offers great assignments.

创建者 Gagan K

May 20, 2020

Excellent Professor with Great Course delivery with lot of Good examples

创建者 Zaddil H R

May 16, 2020

Professor Nader was so specific and its pleasure doing a course with him

创建者 Benjamin L

May 30, 2021

I will be waiting for the second part! Very entertaining and insightful

创建者 Michael W

Feb 25, 2021

Very very well put together - thank you, thoroughly enjoyed this course

创建者 Марина М

Sep 3, 2020

Great course, I really enjoyed this time and learned a lot! Thank you!

创建者 Maria C R M

Aug 30, 2020

A very comprehensive course that revolutionized my perspective of brand