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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
4,765 个评分
1,826 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
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!

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.

筛选依据:

1226 - 品牌管理:协调经营、品牌和行为 的 1250 个评论(共 1,843 个)

创建者 Lucio F D G

Jun 2, 2021

This course is FANTASTIC! I highly recommend it!

创建者 Tugce I

Mar 13, 2021

definitely learnt a lot! I can highly recommend.

创建者 Maria S

Aug 31, 2020

My first course here and I just simply love it!!

创建者 Siddhartha S

Jun 14, 2020

One of the best course with plethora of learning

创建者 Mariana M

Apr 6, 2021

I´ve learned a lot and the professor is great!

创建者 enas e

Apr 5, 2021

Great course, I learned lots, very recommended

创建者 Mujtahid A

Mar 18, 2021

The best course for Brand management, no doubt!

创建者 Constantine's t

Feb 23, 2021

Well structured and effective, thank you a lot!

创建者 Beto G

Dec 19, 2020

Excelente curso, mucho aprendizaje, felicidades

创建者 Selin Y G

Nov 22, 2020

Im glad to take part in this course. Thank you.

创建者 KARABO M

Sep 22, 2020

this was an exciting course and very benefiting

创建者 Lee X S

Jun 7, 2020

very insightful and I love all the assignments.

创建者 Alisha K

May 22, 2020

Best cause till date. Cheers to the professor!

创建者 FAO O

Nov 12, 2019

Excellent. How can I get a certificate for this

创建者 Rodrigo C Q

Oct 14, 2019

Wonderfull I learn a lot trought this course :D

创建者 Hartanto D

Jun 2, 2019

This is a great course to learn about branding.

创建者 Ambika G

Jun 19, 2018

The videos were very usefull and knowledgeable.

创建者 Namrata B

Jun 25, 2021

Loved this course. The delivery was excellent.

创建者 Boumeaza A

May 6, 2021

useless for me, but it's good for someone else

创建者 Elena C

Mar 19, 2021

It's a great course!! Thank you for everything

创建者 haroon

Dec 22, 2020

Excellent practical examples and case studies.

创建者 Thanvir S

May 30, 2020

Really enlightening course. Thank You Coursera

创建者 Shalabh S

Feb 8, 2020

One of the best on Coursera. Recommend to all.

创建者 Tamar C

Mar 27, 2021

Mr. Nader Tavassoli, thank you for this MOOC!

创建者 Rodi I

Mar 5, 2021

Excellent course and impeccable presentation!