Chevron Left
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
星
4,410 个评分
•
1,697 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!

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：

1451 - 品牌管理：协调经营、品牌和行为 的 1475 个评论（共 1,701 个）

创建者 Hannah A B A

•
Jun 29, 2020

Great teacher!

创建者 Pranjal s

•
Jun 26, 2020

AMAZING COURSE

创建者 Steven G

•
May 25, 2020

Great content.

创建者 Ksenia K

•
May 11, 2020

Very intesting

创建者 Angad S

•
May 6, 2020

Amazing course

创建者 K A P

•
Apr 8, 2020

well explained

创建者 Gitta Q

•
Jun 21, 2018

Very Educative

创建者 Gurmehar S

•
Jun 4, 2021

Great Course!

创建者 Nina Z

•
May 30, 2021

G​reat course

创建者 Omarelys V

•
Mar 11, 2021

the best MOOC

创建者 Cani M

•
Dec 6, 2020

Great course!

创建者 MUHAMMAD F H

•
Nov 20, 2020

Great course

创建者 Anju P

•
Jun 17, 2020

great insight

创建者 Naomi V L

•
May 29, 2020

Great course!

创建者 Nazmul A J

•
May 19, 2020

Alhamdulillah

创建者 Marta B

•
Apr 25, 2020

Really great!

创建者 claudia m

•
Mar 26, 2020

GREAT COURSE¡

创建者 Eduarda N Z

•
Dec 22, 2020

Sensacional!

创建者 Wilfredo C P

•
Dec 9, 2020

Very useful!

创建者 Louvenor J

•
Nov 26, 2020

Great course

创建者 Alcides I A G

•
Nov 15, 2020

Great Course

创建者 ABHISHEK K

•
Sep 18, 2020

Great course

创建者 Joel T S

•
Sep 14, 2020

Great Course

创建者 JASMINE S

•
Aug 3, 2020

Great Course

创建者 Salman K

•
Jun 28, 2020

Great Course

Coursera Footer

开拓职业生涯或促进职业发展

浏览热门主题

提升团队技能

在线获得学位或证书

Coursera

社区

更多

随时随地学习
通过 App Store 下载通过 Google Play 获取
Placeholder