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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

1,503 個評分
579 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.”...



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!


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.


176 - 品牌管理:协调经营、品牌和行为 的 200 個評論(共 584 個)

創建者 Rajanish K

May 28, 2020

It’s been a wonderful journey of knowledge, the concepts are very useful and important from the management perspective. I have learned a lot. Thank you.

創建者 Rodolfo A F

May 28, 2020

Very well delivered course and with very good and practical examples... The professor had a very clear way of talking and explaining all the concepts.

創建者 Chukwu I I

Jan 30, 2020

this course was very insightful and has made me more aware on how to manage a brand. recommend this course for all brand and product marketing experts

創建者 Jaime B G

Aug 27, 2019

Very concrete course, I truly learned something. Interviews can get a bit boring sometimes. But the lessons learned are pure gold. Highly recommended.

創建者 luis a e v

Jun 05, 2020

Muy interesante, desde los conceptos hasta la forma de explicar del profesor en los videos. 100% recomendado para reforzar conocimientos y opiniones.

創建者 arun k S

May 02, 2020

All concepts were explained clearly through live examples and interviews with industry experts, which was helpful in understanding the topics better.

創建者 Adarsh G

Apr 18, 2020

Amazing course for people who want to open their own business or even want to upscale their present one. Great information with examples is provided.

創建者 Abdullah A

Jun 04, 2020

One of the best "Brand Management" I have ever from one of the top business schools worldwide, Thank you, Professor Nader, and waiting for the NEXT.

創建者 Charlotte B

Sep 04, 2019

Such a great professor and interesting, well-designed certificate! Fantastic interviews and case studies to keep the course interactive! Thank you!

創建者 Волобуева П И

May 11, 2020

Amazing teacher! Easy to understand his explanations with lots of examples. Interesting interviews with great professionals. New view of branding.

創建者 Hlanganani

Apr 22, 2020

Certainly the best course I have done so far. the lecturer is the most skilled for distance learning from all the courses I have been involved in.

創建者 madhavi m

Jul 29, 2018

This course is very helpful if you want to understand the basics of the topic. Using relevant examples and cases really helped drive the content.

創建者 Clarissa T

May 25, 2020

Really enjoyed this course, everything was interesting and fun to learn! Highly recommend and the great thing is you can do it at your own pace!

創建者 Nermeen M T

Apr 20, 2020

The course with very informative and such an eye-opener for me when it comes to branding. The instructor was excellent and the content is great!

創建者 Carlos A C

Nov 12, 2019

Not only will you learn a lot, but it will also shine a light on your career path. Professor Tavassoli has done an amazing job with this course.

創建者 Afsiya M S

May 07, 2020

Amazing course! The concepts are explained very well. The best part is the peer graded assignments which test your knowledge and understanding.

創建者 Iannis D

May 25, 2020

The course gives a very good and complete insight of the brand's role in business. It is a n excellent choice to learn from a great professor.

創建者 Rahul G

Dec 12, 2019

This course is fantastic, it clearly brings out concepts of brand management and a brand promise can be delivered.

Very well structured course.

創建者 Rahul B

Jan 06, 2020

Absolutely amazing course. Please add some example problems in the last section, so that students can actually calculate some brand metrics.

創建者 Ajeet C

Apr 20, 2020

I liked this course , and learned new concept of Branding .

overall Exercise and matter of course is very good well explained thru examples

創建者 Thelma N W

Mar 04, 2019

A new way of working with brands. Every marketing, HR or C-level professional should understand these concepts and apply them, immediatly.

創建者 Sergio I

Apr 01, 2020

Prof. Tavassoli is very engaging and the course contents are helpful in acquiring awareness of fundamental dynamics in the subject matter

創建者 Ilya S B

Apr 13, 2020

I'd like to express my profound gratitude to Nader Tavassoli for his great work under this course. It was really interesting and useful!

創建者 Hanson N

Aug 19, 2019

The course was very insightful and well delivered with relevant case studies, book and references. Highly recommended for entrepreneurs.

創建者 Aniket K

Apr 28, 2020

It was an amazing course, Professor Tavassoli has been great through out well timed videos and awesome case studies and examples given.