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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
4,771 个评分
1,827 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

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!

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:

1426 - 品牌管理:协调经营、品牌和行为 的 1450 个评论(共 1,845 个)

创建者 Niyati M

Apr 29, 2020

The professor is fantastic!

创建者 FANGYU W

Feb 27, 2020

It's a mind-blowing course.

创建者 Karthikeyan

Mar 18, 2019

Good course for Foundation.

创建者 SHRIJITH R - S

Sep 27, 2021

B​rilliant and Insightful.

创建者 Mario D

Sep 22, 2021

This course is outstanding

创建者 Aditya P S

Jun 21, 2021

It was a great experience.

创建者 Rohan S

Jun 14, 2021

Great Insights of Business

创建者 Giovanni M R

May 11, 2020

perfect concepts and tasks

创建者 philip n

Oct 14, 2021

H​ighly valuable content.

创建者 Daud H

Jun 11, 2021

Great learning experience

创建者 Girish D

May 14, 2021

BEST COURSE AND BEST APPP

创建者 Rutuja R M

Apr 27, 2021

great learning experience

创建者 MUNEZERO H

Jan 25, 2021

it was my best experience

创建者 Pfarelo R

Sep 30, 2020

Vvery informative course.

创建者 Omonbhude I

Jul 29, 2020

Truly Exceptional Course.

创建者 Justine M

Jul 27, 2020

Insightful and enjoyable!

创建者 Charles T J

May 15, 2020

excellent course with rel

创建者 Thành K Đ

Sep 16, 2021

Very interesting course.

创建者 Lauryn L d S

Apr 25, 2021

um curso muito bom mesmo

创建者 OMAR F F

Feb 16, 2021

it was very interesting.

创建者 Abiyyu N

Apr 8, 2020

it was super informative

创建者 Sourav S

Jul 15, 2021

very informative course

创建者 Zhou Y

Mar 5, 2021

It's very useful course

创建者 Faiz H

Oct 8, 2020

One of the best course!

创建者 Rohit M

Oct 3, 2020

One of the Best Course!