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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

4,411 个评分
1,698 条评论


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.”...


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.

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!


1251 - 品牌管理:协调经营、品牌和行为 的 1275 个评论(共 1,705 个)

创建者 Mily G

May 20, 2021

I learned so much with this course.

创建者 Natasha Z

May 10, 2021

Fantastic brand manage perspective!


Apr 19, 2021

Great Course on Brand Management!!!

创建者 Alexandra P P P

Mar 30, 2021

Best First Course that I have taken

创建者 Ricardo H G

Jan 4, 2021

An excellent introductory course !!

创建者 Aldrin P

Nov 5, 2020

This is the best course on Coursera

创建者 Sanya A

Sep 28, 2020

A very well conceptualised course .

创建者 Mohammad A H

Jul 8, 2020

Excellent course. Well structured.


Jul 5, 2020

Tje couse was amazing and wonderful

创建者 Vishwajeet G

Jun 2, 2020

It was a great learning experience.

创建者 Abdullah S A

Mar 23, 2020

Open eye course, highly recommended

创建者 Raul N C G

Feb 15, 2020

Excellent content and presentation!


May 26, 2021

L​earned so much with that course!

创建者 Vidushi A

Aug 17, 2020

It was a great learning experience

创建者 James S

Jun 20, 2020

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

创建者 Avinash P

Jun 8, 2020

Excellent course. Very insightful.

创建者 Stefanie S

May 17, 2020

Such a good and meaningful course!

创建者 Emre S

May 16, 2020

Great value for money and content!

创建者 Arnold S M

Apr 21, 2020

Got good insight from this course.

创建者 YENI L S

Dec 21, 2020

this course give me new knowledge

创建者 Maen

Oct 10, 2020

Great teacher and course material

创建者 Shreya P

Sep 21, 2020

Excellent. Teaching was too good.

创建者 ayu a

Aug 28, 2020

Very useful and great explanation

创建者 DUKE U

Jul 27, 2020

Love the course. Great job, Kudos