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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
4,775 个评分
1,828 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:

1076 - 品牌管理:协调经营、品牌和行为 的 1100 个评论(共 1,846 个)

创建者 Nikhila R R

Jun 25, 2020

Great content and wonderful explanation by Prof. Worth every penny.

创建者 Luis L S

Aug 16, 2021

Top class teaching and course quality, It was beyond expectation !

创建者 Paola B

Aug 9, 2021

G​reat course full of interesting insights: perfect for beginners.

创建者 Dmytro P

May 17, 2021

Great course with really insightful information. Highly recommend.

创建者 Vidhi S

Oct 23, 2020

Great, learn new things... get knowledge about brand management...

创建者 Sai K A S R V

Aug 17, 2020

Detailed explanation and deep analysis on overall brand management

创建者 Roberto S B T

Aug 12, 2020

Es un gran curso con muchas enseñanzas que uno no piensa del todo.

创建者 Suwapat A

Apr 24, 2020

It’s very clear instruction and example for each step of learning.

创建者 Tamal B

Jun 13, 2021

Was a great learning. Thanks prof & coursera for the opportunity.

创建者 Anika J

May 3, 2021

This was a great experience for me. Grateful for the opportunity.

创建者 Muhammad U

Jan 3, 2021

it is a good course and instructor's way of teaching is excellent

创建者 Maria C F F S

Dec 23, 2020

Really great course and amazing teacher. Definitely recommend it!

创建者 Carinna C Q

Oct 16, 2020

Professor Nader Tavassoli is brilliant! This course is fantastic!

创建者 Ahana G

Jun 7, 2020

An absolutely amazing professor! Had a great learning experience.

创建者 Amol R

May 19, 2020

Excellent course for Branding Professionals and Business Leaders.

创建者 Kinjal J

May 18, 2020

Very informative, helped grasp the concepts in a very unique way!

创建者 carlota b v

Apr 29, 2020

I have learned a lot, personally the best course I have ever done

创建者 Sunny

Feb 26, 2020

Great makes me think about the branding course. great assignments

创建者 Raphael U

Aug 10, 2021

Great course, excellent lecturer, wonderful learning experience!

创建者 Gora P G

Dec 15, 2020

One of the best lecturers, great knowledge, interesting details!

创建者 Annisa C

Jun 14, 2020

A great course to start understanding what makes a strong brand.

创建者 Aswath S

May 28, 2020

A very good course to get started on brands. Highly recommended.

创建者 Taruchhaya N

May 26, 2020

Great study material and lots of learning. Very nicely designed.

创建者 Martin N

Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

创建者 Donald B H

Aug 19, 2018

A very good course with new theory and many cases and examples.