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

6,354 个评分


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.”...



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!


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!


1026 - 品牌管理:协调经营、品牌和行为 的 1050 个评论(共 2,339 个)

创建者 Siobhan C

May 12, 2020

创建者 Kanyanat V

Feb 13, 2019

创建者 Paul O

Oct 22, 2022

创建者 Eduardo M

Jul 14, 2022

创建者 Dr D S

Dec 19, 2021

创建者 Davide P

Sep 14, 2021

创建者 Rokaia D

Sep 6, 2021

创建者 Harmonie J h M

Mar 26, 2021

创建者 Aarushi B

Nov 7, 2020

创建者 Katie W

Aug 6, 2020

创建者 Siddhartha K

Aug 5, 2020

创建者 Iva O

Aug 15, 2022

创建者 minaxi m

Aug 14, 2022

创建者 itisha d

May 10, 2021

创建者 Deb J D

Jan 17, 2021

创建者 Stefen B

Oct 7, 2020


Jun 22, 2020

创建者 Souhayel H

Oct 20, 2022

创建者 Cindy S

Nov 14, 2021

创建者 Vaibhav L

Sep 17, 2021

创建者 Александр Г

Apr 5, 2021

创建者 solmaz h

Mar 6, 2021

创建者 Mario S

Feb 15, 2021


Aug 29, 2020

创建者 Alethea L H

Jun 22, 2020