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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
4,069 个评分
1,591 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:

1551 - 品牌管理:协调经营、品牌和行为 的 1575 个评论(共 1,581 个)

创建者 Aidyl P

Dec 13, 2020

It really help me a lot.

创建者 Kenza K

Feb 28, 2021

Cours très intéressant

创建者 Lakshay G

Oct 25, 2020

excellently explained

创建者 Rodrigo A M V

Aug 13, 2020

excelente oportunidad

创建者 Priyanka P

Jun 23, 2020

it was a great sesson

创建者 Ajay K K

May 2, 2020

It was a good course.

创建者 Chayanit r

Apr 19, 2021

I need some handouts

创建者 Deepti S

Nov 25, 2020

Well designed course

创建者 Swetha S K

Aug 25, 2020

Thus was very useful

创建者 Karabo S R

Oct 5, 2020

Well said Tavassoli

创建者 FABIOLA S

Mar 21, 2021

Davvero ottimo !

创建者 Sajith R C

May 24, 2020

Good Course .

创建者 K I P

May 3, 2020

Very good one.

创建者 Syed U A

Apr 19, 2021

great course

创建者 Pankaj B

Jul 6, 2020

Excellent.

创建者 Ami M

Aug 17, 2020

Excellent

创建者 vadivu n

Jul 24, 2020

Excellent

创建者 Ramalakshmi U

Aug 8, 2020

Good

创建者 Alicia C

Aug 13, 2020

Very insightful course. All the real world examples definitely helped understand each of the concepts brought up on this course. However, the peer assignments were not really reviewed by peers, it gives the impression everyone is just trying to get a score no matter the quality of assignments.

创建者 Becca C

Dec 12, 2020

Format of the course (mainly talking videos) gets very repeititive - would prefer accompanying slides and documents. The content could also do with updating - unfortunately a lot of this is about 5 years out of date now and so is less relevant for learning true practical applications

创建者 KARABO M

Sep 28, 2020

I have a clear view on brands and brand images thanks to the content in these modules and the activities i got to do. The professor was really passionate about teaching and making the course work clear which made it very interesting for me as well.

创建者 Mausam G

Aug 6, 2020

I'm not able to reset my deadlines and there's no assistance that's being provided.

Somethings are too repetitive.

创建者 Kate P

Sep 15, 2019

Really weird structure of the week 1, do not want to continue this course :(

创建者 SRINIVAS, K R

Nov 3, 2020

only problem is it is difficult getting peers to review your work

创建者 Fahima s

Sep 10, 2020

I think this course was quite lengthy.