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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

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3,719 个评分
1,448 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
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.

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!

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1301 - 品牌管理:协调经营、品牌和行为 的 1325 个评论(共 1,440 个)

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

创建者 Gautam G

Jun 24, 2020

amazing

创建者 Crony C

May 4, 2020

Awesome

创建者 Edwin I

Jun 18, 2019

Perfect

创建者 Nikos P

Jan 13, 2021

Great!

创建者 Alifathunnisa R

Nov 3, 2020

Awsome

创建者 Mattias E

May 15, 2020

GREAT!

创建者 MUHAMMAD A F

Jan 2, 2021

nicee

创建者 NURUL A

Dec 18, 2020

great

创建者 Mitushi G

Dec 16, 2020

great

创建者 Gabriele D

Sep 29, 2020

great

创建者 Subhra C

Jul 25, 2020

Great

创建者 RASEL A

May 17, 2020

Great

创建者 Ville I V

Apr 6, 2020

Great

创建者 Pratik D

Sep 22, 2019

great

创建者 Usama S

Oct 13, 2018

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创建者 MUHAMAD F F

Jan 22, 2021

good

创建者 NICHOLAS P

Jan 8, 2021

Nice

创建者 Lishiqing

Dec 14, 2020

good

创建者 ENDAH M

Nov 3, 2020

Good

创建者 DHELIA A

Oct 2, 2020

good

创建者 mukeshst

Sep 29, 2020

Good