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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

532 個評分
188 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.


151 - 品牌管理:协调经营、品牌和行为 的 175 個評論(共 184 個)

創建者 Htet A K

Mar 28, 2018

Great teaching and assignment

創建者 Essien T

Jan 05, 2020


創建者 Karthikeyan

Mar 18, 2019

Good course for Foundation.

創建者 ihtisham n

Nov 06, 2018

very good for students

創建者 Jaime A M B

Oct 28, 2019

Totally Recommended!

創建者 Juan F V

Sep 27, 2018

great course so far,

創建者 U K S

May 09, 2019


創建者 Amna A

Nov 21, 2018

Very understandable

創建者 Nuhro D A

Jul 31, 2019

Phenomenal course

創建者 swapnil v b

Aug 28, 2019


創建者 Christina K

Dec 16, 2019

Very helpfull!!

創建者 Yusuf C

Dec 11, 2019

>>Great Course.

創建者 Anneka D

May 11, 2019

Amazing course!

創建者 Tamilselvan

Apr 19, 2019

Awesome Content

創建者 Lilian M

Oct 14, 2018

Just excellent!

創建者 Gitta Q

Jun 21, 2018

Very Educative

創建者 Ashish B

Jun 18, 2018

nicely done

創建者 Dobromir D

Mar 27, 2018


創建者 Abdelrahman F

Apr 08, 2019

Great work

創建者 Jérôme C

Feb 11, 2019

Worth it !

創建者 刘畅

Dec 18, 2019



May 06, 2019

Good one!

創建者 Edwin I

Jun 18, 2019


創建者 Pratik D

Sep 22, 2019


創建者 Usama S

Oct 13, 2018