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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

4.9
646 个评分
239 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

SG

Nov 04, 2019

If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

筛选依据:

126 - 品牌管理:协调经营、品牌和行为 的 150 个评论(共 238 个)

创建者 priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

创建者 Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

创建者 Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

创建者 Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

创建者 Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

创建者 Suhasini G

Jun 03, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

创建者 Mariia S

Mar 05, 2019

Lot's of insights I've got as well as got practical tools to use in my job

创建者 Katie

May 01, 2018

Great course with useful insights. Very well presented and content clear.

创建者 filletmeuo

Sep 19, 2019

Very helpful that inspire me to develop my insights on brand management

创建者 王旭峰

Mar 06, 2020

Thank you for your education and inspiration. We will make our impact!

创建者 Danut F

Apr 22, 2018

A great opportunity to discover another face of the brand management.

创建者 Ravi K

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

创建者 Jacqueline C

Jan 30, 2019

For marketing people, this is a great course to change your mindset!

创建者 Seung J B

Feb 27, 2020

Great makes me think about the branding course. great assignments

创建者 Martin N

Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

创建者 Donald B H

Aug 19, 2018

A very good course with new theory and many cases and examples.

创建者 Nikhil R

Oct 16, 2019

I Just love the way professor teaches with such great examples.

创建者 Donal M R P C

Sep 10, 2019

I am very satisfied with the educational quality of this course

创建者 Dmitry S

Dec 02, 2019

Great Course! My deep respect and appreciation to the Author!

创建者 Zhirosh K

Mar 31, 2020

Thank you, the course touched more aspects, than I expected!

创建者 Rishabh S

Feb 07, 2019

It was awesome, i wish it included some Analytics part also.

创建者 Paula C P

Mar 25, 2020

Excellent course to be introduced in the world of branding!

创建者 Esteban

Dec 28, 2019

Great course !!! I enjoyed a lot. It was a value journey =)

创建者 Alexander R

Oct 11, 2019

Great introductory course to branding and brand management.

创建者 Eric F

Feb 12, 2020

It was my first MOOC and every week it was a new discovery