Chevron Left
返回到 品牌管理:协调经营、品牌和行为

学生对 伦敦大学 提供的 品牌管理:协调经营、品牌和行为 的评价和反馈

4.9
6,354 个评分

课程概述

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.”...

热门审阅

AS

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

SS

Apr 19, 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!

筛选依据:

801 - 品牌管理:协调经营、品牌和行为 的 825 个评论(共 2,338 个)

创建者 Emmanuel M

Apr 24, 2018

创建者 Оксана Ч

Sep 8, 2021

创建者 Thashan D P

Aug 8, 2021

创建者 GABRIELLE C O C

Jun 5, 2020

创建者 Rakeshkumar P

May 1, 2020

创建者 Paula B M A

Apr 23, 2020

创建者 Muhammad S H

Aug 1, 2022

创建者 Kanishka K

Nov 20, 2021

创建者 Shan Z

Sep 1, 2021

创建者 Khushi P

Aug 2, 2021

创建者 gautami s

Apr 25, 2021

创建者 Juan P

Nov 2, 2020

创建者 Mervyn H

Sep 6, 2020

创建者 FurkanLelik

Apr 13, 2020

创建者 Raj P

Dec 30, 2020

创建者 Manuel A C V

Nov 2, 2020

创建者 Nisa C

Sep 17, 2020

创建者 Agata

Sep 11, 2020

创建者 Tim T

Jul 4, 2020

创建者 Shivam G

Jun 5, 2020

创建者 Steve F

May 26, 2020

创建者 Hadi E

Sep 12, 2022

创建者 Ami S

Nov 22, 2021

创建者 MAHVISH

May 16, 2021

创建者 Gloria M N

Aug 13, 2020