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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

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561 个评分
198 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

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.

DO

Feb 04, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

筛选依据:

151 - 品牌管理:协调经营、品牌和行为 的 175 个评论(共 195 个)

创建者 Yang M

Dec 29, 2019

It's the best branding course i had so far.

创建者 Stuart L

Jan 18, 2019

Outstanding and really enjoyed the content!

创建者 Aishwarya R

Oct 08, 2019

Great course! I learnt a lot. I loved it.

创建者 Barak

Jun 29, 2019

Very important Course.

Really interesting

创建者 Sajid A

Apr 14, 2019

Give interesting knowledge in each step

创建者 Shubham A

Oct 31, 2019

It was a nicely put course experience.

创建者 Anna L

Jun 18, 2019

Great course! Every week is full on!

创建者 ANUSHA S

Nov 10, 2018

best course i have learn many more..

创建者 Raul N C G

Feb 15, 2020

Excellent content and presentation!

创建者 Akanksha J

Oct 04, 2018

Excellent course for brand study

创建者 Htet A K

Mar 28, 2018

Great teaching and assignment

创建者 Essien T

Jan 05, 2020

GREAT COURSE, GREAT LECTURER

创建者 Karthikeyan

Mar 18, 2019

Good course for Foundation.

创建者 ihtisham n

Nov 06, 2018

very good for students

创建者 Jaime A M B

Oct 28, 2019

Totally Recommended!

创建者 Juan F V

Sep 27, 2018

great course so far,

创建者 U K S

May 09, 2019

I LIKE EXCELLENT...

创建者 Amna A

Nov 21, 2018

Very understandable

创建者 Nuhro D A

Jul 31, 2019

Phenomenal course

创建者 swapnil v b

Aug 28, 2019

VERY GOOD COURSE

创建者 Christina K

Dec 16, 2019

Very helpfull!!

创建者 Yusuf C

Dec 11, 2019

>>Great Course.

创建者 Anneka D

May 11, 2019

Amazing course!

创建者 Tamilselvan

Apr 19, 2019

Awesome Content

创建者 Lilian M

Oct 14, 2018

Just excellent!