Chevron Left
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
539 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:

101 - 品牌管理:协调经营、品牌和行为 的 125 個評論(共 187 個)

創建者 Nadine L W

Oct 09, 2019

An excellent course looking at Branding holistically and providing best practice examples

創建者 Fareeda S

Jan 25, 2020

Very beneficial, I learned a lot about marketing and branding. I highly recommend it

創建者 priya s

Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

創建者 Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

創建者 Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

創建者 Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

創建者 Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

創建者 Suhasini G

Jun 03, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

創建者 Mariia S

Mar 05, 2019

Lot's of insights I've got as well as got practical tools to use in my job

創建者 Katie

May 01, 2018

Great course with useful insights. Very well presented and content clear.

創建者 filletmeuo

Sep 19, 2019

Very helpful that inspire me to develop my insights on brand management

創建者 Danut F

Apr 22, 2018

A great opportunity to discover another face of the brand management.

創建者 Ravi K

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

創建者 Jacqueline C

Jan 30, 2019

For marketing people, this is a great course to change your mindset!

創建者 Martin N

Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

創建者 Donald B H

Aug 19, 2018

A very good course with new theory and many cases and examples.

創建者 Nikhil R

Oct 16, 2019

I Just love the way professor teaches with such great examples.

創建者 Donal M R P C

Sep 10, 2019

I am very satisfied with the educational quality of this course

創建者 Dmitry S

Dec 02, 2019

Great Course! My deep respect and appreciation to the Author!

創建者 Rishabh S

Feb 07, 2019

It was awesome, i wish it included some Analytics part also.

創建者 Esteban

Dec 28, 2019

Great course !!! I enjoyed a lot. It was a value journey =)

創建者 Alexander R

Oct 11, 2019

Great introductory course to branding and brand management.

創建者 NEHA M

Jul 14, 2019

Really amazing course and very well taught by Prof Nader!

創建者 Franco G A

Jun 11, 2019

Very useful, information is up to date and very insightful

創建者 Arianne W

Aug 16, 2018

Great course; eye operners and new ways to look at things!