Chevron Left
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
393 个评分
137 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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

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.

筛选依据:

101 - 品牌管理:协调经营、品牌和行为 的 125 个评论(共 134 个)

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 Hartanto D

Jun 02, 2019

This is a great course to learn about branding.

创建者 Suhasini G

Jun 03, 2019

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

创建者 Franco G A

Jun 11, 2019

Very useful, information is up to date and very insightful

创建者 NEHA M

Jul 14, 2019

Really amazing course and very well taught by Prof Nader!

创建者 Panagiotis K

Jul 27, 2019

Excellent course which combines knowledge and real case studies. A great overview of brand management with tools and concepts which make the course easy to understand and on the same time give you the techniques to apply the knowledge.

创建者 Nuhro D A

Jul 31, 2019

Phenomenal course

创建者 Matthew T

Aug 03, 2019

This course is very well-done and I can say that I have truly learned and changed my perspective on Brand Management.

创建者 Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

创建者 María d C O R

Aug 16, 2019

Excelente curso!!! Su enfoque enriquece y amplía la visión de La Marca.

Muchas gracias Nader Tavassoli

创建者 Kim w j

Aug 17, 2019

I though the course was fantastic, and I have actually recommended it to some of my friends and colleagues.

it was well delivered, and i enjoyed the tasks associated with it, I am new in my job role and just about to embark on a "journey of change" as part of a turnaround, and most of my learning will be immediately transformed into actions, thanks, and I hope there will be more to come.

The only flip side: We all know that Liverpool is the best brand NOT Arsenal;-) as mentioned....

创建者 Hanson N

Aug 19, 2019

The course was very insightful and well delivered with relevant case studies, book and references. Highly recommended for entrepreneurs.

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 Siddarth D

Aug 22, 2019

Lots of videos but very in depth discussions of each of the topics. There are a lot of interviews within the modules to better relate to the everyday person, so you can see real world applications of what is being taught. I wish there was a bit more information on slides and handouts instead of purely talking but overall I learned alot from this course. Highly recommend!

创建者 Dorothy C

Aug 22, 2019

Enjoyed this course! It had great concepts and examples.

创建者 Mayuri B

Aug 26, 2019

MOOC is completely relatable to real-time examples and interviews. This course is a great value addition to those who aspire to know the basic essence of brand management.

创建者 Rakesh A

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

创建者 Ömer F Ü

Aug 26, 2019

I really learn many things about branding. Also, Course Instructor is so quete, sweet and old hand.

创建者 Jaime B G

Aug 27, 2019

Very concrete course, I truly learned something. Interviews can get a bit boring sometimes. But the lessons learned are pure gold. Highly recommended.

创建者 swapnil v b

Aug 28, 2019

VERY GOOD COURSE

创建者 Charlotte B

Sep 04, 2019

Such a great professor and interesting, well-designed certificate! Fantastic interviews and case studies to keep the course interactive! Thank you!

创建者 Anwesha B

Sep 07, 2019

I don't think there could be a better course for Branding than this. The instructor is awesome

创建者 Donal M R P C

Sep 10, 2019

I am very satisfied with the educational quality of this course