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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
3,572 个评分
1,384 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 1,384 个)

创建者 Frederico A S J

Jun 1, 2020

I loved It

创建者 Abdelrahman F

Apr 8, 2019

Great work

创建者 Jérôme C

Feb 11, 2019

Worth it !

创建者 Mostafa A A M

Jan 21, 2021

EXCELLENT

创建者 MINHAZUL A

Nov 23, 2020

Excellent

创建者 vinay p

Sep 28, 2020

very good

创建者 Loana D G

Sep 5, 2020

excellent

创建者 Adiel Z

Aug 2, 2020

thank you

创建者 TOLULOPE O

Jul 26, 2020

Excellent

创建者 anisha j

Jul 7, 2020

Wonderful

创建者 Ronald M

Jul 6, 2020

Excellent

创建者 Miguel Á C

Jun 29, 2020

Excelente

创建者 Sudhanshu R K

Jun 9, 2020

full Hard

创建者 Kunal s

Jun 6, 2020

Nice apps

创建者 刘畅

Dec 18, 2019

excellent

创建者 BALAKUMAR

May 6, 2019

Good one!

创建者 Leandro D d A

Jan 6, 2021

AMAZING!

创建者 Joel D B C

Jul 4, 2020

5 stars

创建者 Camille J

May 20, 2020

THANKKSS

创建者 Zayneb Y

Mar 9, 2020

Amazing!

创建者 adinda a f k

Nov 9, 2020

amazing

创建者 Deleted A

Sep 23, 2020

awesome

创建者 ankita v

Sep 15, 2020

awesome

创建者 Fahim F S

Sep 1, 2020

Awesome