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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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4,065 个评分
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1,591 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

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!

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!

筛选依据：

1176 - 品牌管理：协调经营、品牌和行为 的 1200 个评论（共 1,580 个）

创建者 Raul N C G

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Feb 15, 2020

Excellent content and presentation!

创建者 Vidushi A

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Aug 17, 2020

It was a great learning experience

创建者 James S

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Jun 20, 2020

Outstanding course!!!!!!!!!!!!!!!1

创建者 Avinash P

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Jun 8, 2020

Excellent course. Very insightful.

创建者 Stefanie S

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May 17, 2020

Such a good and meaningful course!

创建者 Emre S

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May 16, 2020

Great value for money and content!

创建者 Arnold S M

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Apr 21, 2020

Got good insight from this course.

创建者 YENI L S

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Dec 21, 2020

this course give me new knowledge

创建者 Maen

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Oct 10, 2020

Great teacher and course material

创建者 Shreya P

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Sep 21, 2020

Excellent. Teaching was too good.

创建者 ayu a

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Aug 28, 2020

Very useful and great explanation

创建者 DUKE U

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Jul 27, 2020

Love the course. Great job, Kudos

创建者 Jerin T

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Jul 18, 2020

Well explained and well designed.

创建者 Sanuj G

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May 19, 2020

Great course, Got to learn a lot.

创建者 Maria C M M

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May 12, 2020

Thank you for the great learning.

创建者 Nigorakhon S

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May 3, 2020

Very interesting and entertaining

创建者 Jenny E

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Apr 18, 2020

Great and very interesting course

创建者 Svitlana K

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Mar 3, 2020

great course , amazing insights !

创建者 Sean R P I

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Jan 16, 2021

Great course! You should try it.

创建者 H. M I S F

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Nov 3, 2020

Excellence, I really appreciate,

创建者 MANIKANDAN S

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Sep 2, 2020

the course for use to human life

创建者 Agni C

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Jun 20, 2020

it was great learning experience

创建者 Aman C

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May 10, 2020

VERY INFORMATIVE AND RESOURCEFUL

创建者 Kate T

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May 7, 2020

Fantastic course. Well worth it!

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