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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
3,021 個評分
1,164 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!

SS

Oct 23, 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.

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1026 - 品牌管理:协调经营、品牌和行为 的 1050 個評論(共 1,163 個)

創建者 Ashish B

Jun 18, 2018

nicely done

創建者 Dobromir D

Mar 27, 2018

Eye-opener!

創建者 swarnalakshmi

Aug 23, 2020

Productive

創建者 José A G O

Aug 21, 2020

Excellent!

創建者 Caroline S

Aug 17, 2020

Brilliant!

創建者 SOUVIK B

Jul 25, 2020

very nice.

創建者 Devkant K

Jun 23, 2020

Excellent.

創建者 Frederico A S J

Jun 01, 2020

I loved It

創建者 Abdelrahman F

Apr 08, 2019

Great work

創建者 Jérôme C

Feb 11, 2019

Worth it !

創建者 vinay p

Sep 28, 2020

very good

創建者 Loana D G

Sep 05, 2020

excellent

創建者 Adiel Z

Aug 02, 2020

thank you

創建者 TOLULOPE O

Jul 26, 2020

Excellent

創建者 anisha j

Jul 08, 2020

Wonderful

創建者 Ronald M

Jul 06, 2020

Excellent

創建者 Miguel Á C

Jun 29, 2020

Excelente

創建者 Sudhanshu R K

Jun 09, 2020

full Hard

創建者 Kunal s

Jun 06, 2020

Nice apps

創建者 刘畅

Dec 18, 2019

excellent

創建者 BALAKUMAR

May 06, 2019

Good one!

創建者 Joel D B C

Jul 04, 2020

5 stars

創建者 Camille J

May 20, 2020

THANKKSS

創建者 Zayneb Y

Mar 09, 2020

Amazing!