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返回到 品牌管理:协调经营、品牌和行为

學生對 伦敦大学 提供的 品牌管理:协调经营、品牌和行为 的評價和反饋

4.9
2,788 個評分
1,065 條評論

課程概述

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.”...

熱門審閱

SS

Apr 20, 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!

PG

Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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226 - 品牌管理:协调经营、品牌和行为 的 250 個評論(共 1,071 個)

創建者 Alejandra G M

May 31, 2020

It was a revealing experience, as a hospitality professional it can be very helpful and provide ideas on better ways to create experiences, improve consumer's journeys and even explore other career paths.

創建者 sahil a

May 27, 2020

The examples, Peer graded assignments and also the interviews with different corporate leaders was overall a great experience. Special thanks to Prof. Nader Tavassoli for making it so simple to understand

創建者 Ajay P

Aug 25, 2020

I had a good experience learning from the London school of business through coursera . I got to know new things from the course which might help in my future business so I thank you for this opportunity.

創建者 Tuhinsuvra D

May 25, 2020

This was a fantastic course with tonnes of examples, lot of interesting topics and beautiful explanation. This course also helped me to understand the importance of aligning business, brand and behavior.

創建者 Aura M A

Jun 16, 2020

This course has been one of the best decisions that I've ever done. The amount of information delivered, topics, interviews and examples were great and beyond to my expectations. 100% super recommended.

創建者 Chinweike O

Jan 28, 2019

This course is an eye opener as to the mistakes most corporations make with regards aligning their business, brand and behavior. My sincere gratitude to Prof Nader Travassoli for putting this together.

創建者 Megan P

Aug 03, 2020

I will never forget that coat hanger, & all the valuable lessons on Brand Management that I've learnt. The instructor explains each concept beautifully with examples. I absolutely loved this course!

創建者 Gokce T

Jun 09, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

創建者 Harnoor S S

Apr 03, 2020

Very Interesting and fun course and great explanation by the instructor. Just the interview videos were a bit too many and too long which could be reduced.

Overall had a great time doing this course.

創建者 Sherry G

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

創建者 Rakesh A

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.

創建者 Fatima C D G

Sep 07, 2020

Immensely grateful to the teacher for sharing their knowledge in the most didactic way possible! Excellent agenda and great handling of the subject. I hope it is not the only brand course I teach!

創建者 Davide C

Apr 17, 2020

The professor is the top. Maybe he could be a bit more deeply analyzer in some aspects. Overall, this is the best course you can find if you are not familiar with the economics-managerial world.

創建者 Elena H

Jun 15, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

創建者 Alok M

May 03, 2020

The course categorically covers all the relevant metrics of Branding in all aspects of Business. Very relevant examples with lots of learning. Its the best virtual training for aspiring ones!!

創建者 Preeti G

Apr 14, 2020

well researched and well compiled topics.

I would like to suggest some case studies of other continents too, as its a course with global audience.

Thank you Nader and the team for your efforts.

創建者 sagar s

Sep 01, 2020

The more I say the less it signifies the immense knowledge and experience I had from this mooch. A very big thanks to the coursera team for providing me the opportunity to go for the course.

創建者 ABHISHEK G

Jul 18, 2020

Nader Sir taught all the concepts with examples and this add picture to my understanding and gave many new learnings about the topic.Thankyou Nader Sir & Coursera for such an awesome course

創建者 Michael O

Jun 23, 2020

I learnt a lot in this course, which would, no doubt, enhance the ability to perform in the field which I currently find myself. Excellent delivery by Nader Tavassoli. 10/10, would recommend

創建者 Justine N

Mar 29, 2020

This course is great if you feel like your thinking pattern has become complacent. If you are looking for "new" questions to ask this is the course. It has helped free me from my idea block.

創建者 Prabhashi N

Sep 29, 2020

I was so interested in Brand Management but didn't get a chance to learned about it. Have to thanks the Coursera, gave me this chance, and the lecturer. His way of explaining was excellent.

創建者 Maisum M

Aug 09, 2020

Well First of All i would like to thanks my instructors , a very nice and polite teacher , the way of his Presentations and teaching was very much Excellent , course was very beneficial .

創建者 Iliana A H

Jul 19, 2020

Dear Professor Tavassoli, this is the best course I have attended, thank you for the significant and purposeful learning. Best regards. Iliana Alcaraz Hess- Mexico- www.hesstourism.com

創建者 Lalit B

May 12, 2020

This MOOC conducted by Mr. Nadar has very very enlightening giving us the right knowledge of Brand culture and the shift of brand culture from traditional to the professional brand culture.