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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
4,433 个评分
1,709 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:

1226 - 品牌管理:协调经营、品牌和行为 的 1250 个评论(共 1,715 个)

创建者 Divyanshu S

Aug 10, 2020

very informative and interesting course

创建者 Raj R

May 6, 2020

Great depth and insight in this course.

创建者 Sajid A

Apr 14, 2019

Give interesting knowledge in each step

创建者 3RD E S

Jan 28, 2021

Great professor. Great course content.

创建者 ALAN C B

Sep 6, 2020

One of the best course I did. loved it

创建者 Kaushiki S

Sep 4, 2020

really interesting informative course!

创建者 Samiha T

Jul 11, 2020

Learned so much about Brand Management

创建者 Hawen W

Apr 27, 2020

Well designed content and resourceful!

创建者 Shubham A

Oct 31, 2019

It was a nicely put course experience.

创建者 Iris C

Feb 2, 2021

very interesting with lively examples

创建者 Marina I

Jan 9, 2021

very interesting and full of examples

创建者 Jurgita

Nov 3, 2020

Very interesting and valuable course.

创建者 Brian M

Oct 15, 2020

Fantastic Fantastic Fantastic Course!

创建者 Kirill M

Jul 8, 2020

Good course! clear and understandable

创建者 Praful S

Jun 7, 2020

Amazing course with an amazing tutor.

创建者 Himal C

Jun 2, 2020

Great Experience and amazing content.

创建者 Janice B

Jun 1, 2020

Enjoyable course!! Super recommended.

创建者 Syed A A Z

May 3, 2020

This was the best course or Coursera.

创建者 Abhi K

Apr 20, 2020

One of the best courses in branding !

创建者 Rahul U

Apr 19, 2020

Awesome Course and Fabulous Professor

创建者 Vipul B

Apr 6, 2020

The course was highly knowledgeable !

创建者 Ankit S

Jul 25, 2021

Wonderful Course...Amazing Learnings

创建者 Christine W

Mar 9, 2021

Excellent professor, great learning!

创建者 THANDILE K

Sep 30, 2020

Greatest course on brand management.

创建者 LUISA F O B

Aug 20, 2020

I loved this course and the content!