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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
1,503 個評分
579 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!

PG

Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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151 - 品牌管理:协调经营、品牌和行为 的 175 個評論(共 585 個)

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 KHUSHI S

May 05, 2020

the course was superb. It was highly knowledgable and I got to learn everything seamlessly. The professor was great. Couldn't have asked for a better professor for a MOOC

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 KOUSHIK S

May 29, 2020

The greatest takeaway of this course is the realization that people makes the brand and never the other way. It is experience of the customer that provide Brand Advocacy

創建者 Guneet K

May 26, 2020

The course was well packed with all right ingredients and key to what is Brand Management and what does make a brand success and it gave me a new perceptive and insight.

創建者 Konark P

May 07, 2020

Very nicely explained lectures. I loved the interview with industry personnel which is quite insightful. Professor has its own way of explaining and is very informative.

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.

創建者 Amit D

May 22, 2019

Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.

創建者 Ioannis A

Mar 31, 2020

Excellent course!For me it was eye opening especially in terms of internal management in matters related to the brand.I had never thought of it that way. Thank you!

創建者 Amatullah B

May 22, 2020

The course was extremely helpful and even fun. The professor was thorough and articulate and made the learning process easy. I enjoyed being a part of this course.

創建者 Prachi G

May 12, 2020

Gained some very interesting & new insights. Instructor kept it engaging through relevant examples, interviews and by introducing new concepts. Enjoyed completely.

創建者 ankur m

Apr 28, 2020

It's a great journey of 5 weeks and personal interview with brand manager and CEO is a awesome to watch for.Personally I thanked for teaching me a value of brand.

創建者 Carlos E R

Mar 22, 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

創建者 Ramma P

May 28, 2020

A great MOOC by Professor Nader Tavassoli, London Business School. Throughly enjoyed taking a deep dive into this exhaustive Brand Management program. Thank you!

創建者 Akanni O S

May 18, 2020

This was the most interesting experience in I have had on an online course. It was different and interesting at the same time thanks to professor Nader Travasoli

創建者 Mary C A

Jun 15, 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

創建者 Narmin Y

May 31, 2020

This MOOC taught me a lot of valuable things deeply. I want to thank so much to Professor Nader Tavassoli and other members who put effort to create this MOOC.

創建者 Shannon P

Apr 30, 2020

A genuinely interesting and refreshing way of looking at brand management. It has sparked lots of new thoughts and ideas which I’m excited to explore and apply.

創建者 KK S

Aug 18, 2018

A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum

創建者 Indranil G

Oct 16, 2019

There were innumerable errors, typos in the transcripts of all the modules throughout the course. I don't think that is acceptable of a platform like Coursera.

創建者 Nicola N

Apr 14, 2020

It will sound awkward, but i got emotional on the last video where the Prof. end the course with a summary of the course and with the greetings! Great course!

創建者 Evangelia N

Jan 25, 2019

Excellent course. It really gives you the essence of branding and makes you see brands from a different perspective. The assignments are an amazing exercise.

創建者 Harsh M

May 05, 2020

This was my first Coursera Course and the experience is just amazing.

Thanks to London Business School and Professor Nader Tavassoli for this amazing MOOC.

創建者 Lucas E

May 03, 2020

A Masterclass delivered by Professor Nader Tavassoli, I can't thank enough for his obvious vocation for teaching and great ability to convey his knowledge