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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

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4,787 个评分
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1,834 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.

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!

筛选依据：

1401 - 品牌管理：协调经营、品牌和行为 的 1425 个评论（共 1,852 个）

创建者 nandini s

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Oct 1, 2020

GOOD KNOWLEDGE, FULL OF SKILLS

创建者 Lucas M

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Sep 22, 2020

It was a wonderful experience.

创建者 Massimiliano B

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Sep 7, 2020

Rapido e ben fatto! Consiglio!

创建者 PATEL H M

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Jul 13, 2020

Nice course very knowledgeable

创建者 FARHAN B

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Jun 5, 2020

Overall it was a great course.

创建者 Mukesh K

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May 12, 2020

This course is part of my life

创建者 Danique D

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Mar 15, 2021

Great course, very insightful

创建者 George

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Jan 24, 2021

Great Teacher! Learned alot!

创建者 CHIRAG

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Oct 4, 2020

VERY INFORMATIVE & FUN DOING.

创建者 Nazrin A

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Sep 21, 2020

VERY THANKFUL TO THIS COURSE!

创建者 Suvankar D G

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Aug 2, 2020

This course is outstanding...

创建者 Priyanjali M

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Jul 7, 2020

it was very helpful learning.

创建者 Abhishek R

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Jun 9, 2020

Thank you Mr Nader Tavassoli.

创建者 PAAVAN P

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May 17, 2020

Professor Nader is super fun.

创建者 Matthew C

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Apr 19, 2020

Great well thought out course

创建者 Htet A K

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Mar 28, 2018

Great teaching and assignment

创建者 Giulia Q C

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May 2, 2021

Really good course. Love it.

创建者 MUHAMMAD Y N

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Dec 22, 2020

this subject definitely nice

创建者 Phoebe T

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Jul 15, 2020

Great and insightful course!

创建者 Teena R

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Jun 25, 2020

I really enjoy this course .

创建者 Essien T

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Jun 15, 2020

GREAT COURSE, GREAT LECTURER

创建者 Yun T H

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Jul 24, 2021

Thanks for professor Nader!

创建者 Karin W

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Jul 20, 2021

R​eally got a great insight

创建者 Tusharika t

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Jul 12, 2021

​its so good we learn a lot

创建者 Valerie Z

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Jun 21, 2021

Very good course. Recommand

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