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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
3,523 個評分
1,363 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
2020年10月22日

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
2020年4月19日

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!

篩選依據:

876 - 品牌管理:协调经营、品牌和行为 的 900 個評論(共 1,367 個)

創建者 Eka R

2020年10月4日

its very good, and good tutor for explanation material

創建者 Ritika B

2020年5月6日

Very well thought out course structure. I learnt a lot

創建者 Anzar M

2020年4月8日

Exceptional faculty. Waiting more from Nader Tavassoli

創建者 Evgeniy G

2021年1月7日

Very good course, with many materials and structured.

創建者 Rachit W

2020年12月8日

Good explanation, different from traditional branding

創建者 Elizabeth M

2020年10月23日

Excellent course, easy to follow, great case studies.

創建者 Pravarti B

2020年9月18日

It was perfect. Many new things to learn. Go for it..

創建者 Jagadabhi R g b

2020年8月12日

It was an amazing experience and I have learnt a lot.

創建者 Dwaipayan B

2020年5月8日

The professor is a legit nigglet. I loved it mah man.

創建者 Haifa A

2020年10月1日

I learned a lot from this course, thank you so much!

創建者 Wage D

2020年6月9日

This course is totally insightful for me. Thank you!

創建者 Sandeep K

2020年6月3日

Great learning by examples and practical Interviews.

創建者 Wong C H

2020年4月23日

It is worthy for me to learn about Brand Management.

創建者 Cristina S

2018年11月4日

Amazing approach in branding, I highly recommend it.

創建者 B. I W

2020年11月12日

This course is very helpful for beginner. Thank you

創建者 Indrajeet V A

2020年10月1日

This course added great value to my overall career.

創建者 ABIOLA O O

2020年9月28日

Very Insightful, Expository, and Thought-provoking.

創建者 Rajesh.R

2020年8月19日

Excellent Course. Lots of Knowledge Gained from it.

創建者 achyut k

2020年7月8日

There is so much to learn in this course. Thank you

創建者 035 A G

2020年6月19日

it was awesome journey during completion of course.

創建者 Vivek B

2020年2月22日

Awesome course, I thoroughly enjoyed the experience

創建者 Sanjana K

2019年3月11日

Excellent explanation with understandable examples.

創建者 kenji s

2020年12月14日

Enjoyed this course immensely thank you professor!

創建者 AURELLIA G D

2020年11月2日

its been really fun to study with coursera

thankyou

創建者 Julia C L

2020年5月8日

It was an amazing course. I learned a lot. Thanks!