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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
540 個評分
189 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

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.

篩選依據:

26 - 品牌管理:协调经营、品牌和行为 的 50 個評論(共 187 個)

創建者 Syed R A

Nov 04, 2018

Originally speaking, this course completely changed my perception about organizations competing in todays extremely competitive environment, it will definitely help me to take my skills to the next level, and not ending there, it will help me better supervise my own organization as well...

創建者 Renato d C A

Oct 07, 2019

Great course! An excellent way to get to know and enjoy the theme! Professor Tavassoli explores the main points of Brand Management with an easy language and lots of cases examples that illustrate the studied points! Surely a must have in your CV if you are joining this marketing area!

創建者 ROBERTO G

Jan 20, 2020

Exceptional, Prof.Tavassoli is one of the greatest lecturers I've ever listened and the course gives a lot of insights on how to translate a Brand into something that the consumer can feel, an unforgettable experience. A must for Brand or Marketing Managers and Specialists.

創建者 Anastasiia I

Oct 05, 2019

Brilliant MOOC! Loved all the real life examples (good and bad) and the interviews. Professor Nader Tavassoli rocks!! Will consider taking this course again to get a certificate. This time simply looked through all the videos and additional reading. Thank you for the MOOC!!

創建者 SHAHIN A

Jan 13, 2019

I am very much happy that I learned lots of

Things from this course.It will help my career in future. On the other hand, I am so happy that I got a certificate from well known and renowned university in England.I know this University of London since my childhood.

創建者 Arif u H

Jan 10, 2019

I'm student of Entrepreneurship but this course was eye opening for me. It was ery insightful and sensitised me to key role of HR to deliver on the brand promise and provide customers delightful and memorable experience. Thank you LBS and Prof. Nader Tassavoli.

創建者 Yong S S

Mar 24, 2019

Really changed my mindset of Brand management itself.

And really made me think about but Brands truly mean and what my role is actually.

Thank you very much for the MOOK it was very inspiring, and I hope I can really transform this into the work that I do

創建者 Roberto O S

Sep 13, 2019

Excelente material de vídeos y diapositivas del profesor Tavasoli, además su metodología de aprendizaje es muy buena. Escucharmos, vemos, hacemos, debatimos y nos permite implementarlo en nuestros empleos (Enseñamos a otros). he aprendido mucho !

創建者 Waqar H

Jan 14, 2019

Coursera opened ways for me to learn from one of the best business teacher in the world, that too sitting in my room. I learned so many things in the course. It also opened new ways for me to look at brands with a totally different perspective.

創建者 Vignesh R M

Jan 02, 2020

I liked this course. the videos were really informative and I managed to use it quite a bit when I was working. Videos really helped me to remember more better and it helped to answer the questions that was asked of me with relative ease.

創建者 Panagiotis K

Jul 27, 2019

Excellent course which combines knowledge and real case studies. A great overview of brand management with tools and concepts which make the course easy to understand and on the same time give you the techniques to apply the knowledge.

創建者 SHIRVARI G

Dec 30, 2019

The course has helped me a lot in many ways. It has created more thrust in me for the genre of brand management and marketing and I am looking forward to do more courses in this area and will try to excel further in this segment.

創建者 Ferich Y

Nov 20, 2019

I have just started the class and it's absolutely amazing ! The teacher is an amazing soul who explains things so clearly, and he even runs some interviews with real CEO's and entrepreneurs. Thank you for your amazing work !

創建者 Austin J

May 08, 2019

This course really assists well with overall understanding of Brands, as well as contemporary differences in how they are managed. Up to date, and well explained with great visuals, there is an abundance of clothes hangers.

創建者 AJAY E

Jun 26, 2019

Prof. Nader Tavassoli got an excellent style of teaching. I am very impressed. This is one of the best of the MOOC'S i have gone so far. It seems as if i am present physically in class. Thank you so much professor.

創建者 Rita A

Aug 17, 2018

Very good content and professionals. Good for communcation students who want to learn more about Marketing. Good for Marketing student who want to have a different and more real perspective of Brand Management.

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 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 DADA O

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.

創建者 Coffi F H

Feb 11, 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

創建者 Mayuri B

Aug 26, 2019

MOOC is completely relatable to real-time examples and interviews. This course is a great value addition to those who aspire to know the basic essence of brand management.

創建者 Gunjan H

Sep 26, 2019

In one word, the course was "AWESOME"

I would like to extend my gratitude and regards to Prof Nader Tavassoli for a wonderful course led by examples, cases and interviews.

創建者 Juliana M

Oct 15, 2018

Very instructive course that managed to give me a thorough understanding of Brand Management. The interviews with professionals of the field were what I enjoyed the most.

創建者 Sreshtha C

Jul 10, 2019

This course has taught me so many valuable things about Brand Management, highly recommended and great job Professor in keeping the videos short engaging and effortless.