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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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4,637 个评分
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1,793 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：

1126 - 品牌管理：协调经营、品牌和行为 的 1150 个评论（共 1,815 个）

创建者 Eric F

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Feb 12, 2020

It was my first MOOC and every week it was a new discovery

创建者 NEHA M

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Jul 14, 2019

Really amazing course and very well taught by Prof Nader!

创建者 Franco G A

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Jun 11, 2019

Very useful, information is up to date and very insightful

创建者 Arianne W

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Aug 16, 2018

Great course; eye operners and new ways to look at things!

创建者 Ruwan L D

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Sep 1, 2021

Excellent experience! Thank you Professor Nader Tavassoli

创建者 MEISKE A U

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Dec 23, 2020

I think Coursera has a very good for upgrade skill talent

创建者 Apoorv G

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Aug 3, 2020

This was one of the best online courses i have ever seen.

创建者 Francesca A

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Jul 13, 2020

It's very interested and I learnt muchc important concept

创建者 Galina M

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Jun 12, 2020

Great course and a very positive approach of the teacher.

创建者 Raffaele L

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May 2, 2020

Thank you to Professor Nader Tavassoli, amazing lectures!

创建者 Dhaval K B

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Mar 8, 2019

great deal of learning about business,brand and behaviour

创建者 Mahak B

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Apr 30, 2021

Thank you Professor for the extremely valuable lectures!

创建者 mahnoor

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Feb 5, 2021

Thank you to professor. It helped me a lot in my career.

创建者 Stephy S

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Sep 14, 2020

Great experience of learning.Thank you Sir.

Regards

Stephy

创建者 Priya U S

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Jul 14, 2020

Really a good course for business,gained a lot knowledge

创建者 SHIVAM S

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Jul 8, 2020

Best Course, taught many things related to this subject.

创建者 Chavda P M

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May 28, 2020

Amazing course!!! One of the Best MOOC i have completed.

创建者 Rishi G R

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Apr 27, 2020

A well designed course and provides extensive knowledge.

创建者 Christina G C

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Apr 25, 2020

Great course. Concepts are well-explained with examples.

创建者 Udochukwu C

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Apr 1, 2020

This was apparently the best course I have taken online.

创建者 Dorothy C

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Aug 22, 2019

Enjoyed this course! It had great concepts and examples.

创建者 Camila V

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May 9, 2019

I found this course really eye-opening and entertaining!

创建者 Yılmaz M

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Jul 11, 2021

It was absolutely perfect. Many thanks Nader Tavassoli.

创建者 Ekaterina C

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Feb 16, 2021

Very informative course. I highly recommend the course.

创建者 usandiswa

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Sep 28, 2020

this is the good course I hope it can continue doing so

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