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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
4,924 个评分
1,866 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.

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!

筛选依据:

1826 - 品牌管理:协调经营、品牌和行为 的 1850 个评论(共 1,887 个)

创建者 Massimo O

Jun 3, 2020

the course is very well formulated even if the examples should be updated

创建者 Vama G

Jul 21, 2021

Very informative and helpful. The examples and interviews helped a lot.

创建者 Karla A

Sep 12, 2021

​It's a very good refresher for those interested in brand management.

创建者 Corgi K

Nov 7, 2021

It's a good class I just like the crash course one on youtube better

创建者 sodipo k

Feb 22, 2021

It is an eye-opener to potentials that are dormant within a brand.

创建者 tommaso r

Jun 30, 2020

very nicely done, some topics will be very important for everyone

创建者 Muhammad F A

May 10, 2020

It was amazing in the start but later it became a little boring.

创建者 Anurag K

Aug 7, 2021

r​eally good course, farely well covered and it helped me a lot

创建者 Kgosi T

Sep 5, 2020

Easy and life changing branding principles highly recommend it

创建者 Varsha C

Oct 2, 2020

Good needs to be updated a bit with more current examples.

创建者 Sriramani M

Jul 31, 2021

If followed and learnt diligently , can help a lot.

创建者 FAROOQ N

Nov 11, 2021

this course helped me alotin learning new tecniqus

创建者 Rohan p

May 27, 2020

It's very interesting learning for future business

创建者 Renske R

Jun 4, 2020

nice course for beginners in brand management

创建者 PRADEEP K Y

Jun 3, 2020

Great course, Learned a lot from this course.

创建者 Mohsen B

Mar 22, 2020

I wish there was some slides. thanks though

创建者 Abbey W

Jun 10, 2020

Very informative and well rounded course

创建者 Alejandro T B

Sep 6, 2021

Good course about brand management

创建者 Sujata J

Jun 8, 2021

overall the course was enriching.

创建者 Vita

Dec 7, 2020

课程内容很棒!只是在中国不支持视频播放,有点 遗憾。字幕笔记很好!

创建者 Sneha E

Aug 11, 2020

It was an amazing time learning.

创建者 MA Y

Apr 22, 2021

Good course. Learnt some models

创建者 Vijaya J

Jan 1, 2019

Excellent course for branding!

创建者 Ammar K

Mar 29, 2021

That's a really good course

创建者 Mai L

Sep 12, 2021

very interesting course.