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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

536 個評分
189 條評論


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.”...



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.


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.


126 - 品牌管理:协调经营、品牌和行为 的 150 個評論(共 185 個)

創建者 Dorothy C

Aug 22, 2019

Enjoyed this course! It had great concepts and examples.

創建者 Camila V M

May 09, 2019

I found this course really eye-opening and entertaining!

創建者 Elyan J

Dec 16, 2019

Comprehensive & enlightening course on brand management

創建者 Cristina S

Nov 04, 2018

Amazing approach in branding, I highly recommend it.

創建者 Sanjana K

Mar 11, 2019

Excellent explanation with understandable examples.

創建者 George T

Dec 01, 2018

A very useful guide for branding. Simple and clear

創建者 Paula A L

Nov 28, 2019

Muy completo, interesante y realmente provechoso.

創建者 Aditya J W

Oct 25, 2019

Really helps to undertand things done to a brand.

創建者 Felgona

Nov 12, 2019

Excellent. How can I get a certificate for this

創建者 Rodrigo C Q

Oct 14, 2019

Wonderfull I learn a lot trought this course :D

創建者 Hartanto D

Jun 02, 2019

This is a great course to learn about branding.

創建者 Ambika G D

Jun 19, 2018

The videos were very usefull and knowledgeable.

創建者 Yuliya C

Feb 28, 2019

Very useful course, all themes with examples.

創建者 Prashant

Feb 18, 2019

This course is need for any marketing student

創建者 Vusal S

Nov 21, 2018

The best explanation. I recommend this to all

創建者 Pratyush K G

May 24, 2019

A fantastic course for budding entrepreneurs

創建者 Kayla S

May 16, 2019

Great information and wonderful interaction.

創建者 Yang M

Dec 29, 2019

It's the best branding course i had so far.

創建者 Stuart L

Jan 18, 2019

Outstanding and really enjoyed the content!

創建者 Aishwarya R

Oct 08, 2019

Great course! I learnt a lot. I loved it.

創建者 Barak

Jun 29, 2019

Very important Course.

Really interesting

創建者 Sajid A

Apr 14, 2019

Give interesting knowledge in each step

創建者 Shubham A

Oct 31, 2019

It was a nicely put course experience.

創建者 Anna L

Jun 18, 2019

Great course! Every week is full on!


Nov 10, 2018

best course i have learn many more..