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

6,340 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.”...



Oct 22, 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 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!


1076 - 品牌管理:协调经营、品牌和行为 的 1100 个评论(共 2,335 个)

创建者 Federico C

Mar 23, 2021

创建者 Isaac B

Dec 16, 2020

创建者 Ebenezer A L

Oct 28, 2020

创建者 Lilian Y

Dec 28, 2021

创建者 Sheima T

May 1, 2021

创建者 Seoyun L

Sep 28, 2020

创建者 Yesenia E M T

Sep 9, 2020

创建者 Jaydip

Jul 21, 2020

创建者 Abhishek G

May 15, 2020

创建者 Antonella

Sep 19, 2022

创建者 manav

Jan 25, 2022

创建者 Ammar K

Sep 20, 2021

创建者 Joseph

Apr 11, 2021

创建者 vibhore v

Oct 28, 2020

创建者 Gloria U

Sep 8, 2020

创建者 Paula D

Aug 6, 2020


Jul 17, 2020

创建者 Riva

May 20, 2020

创建者 Fikirte B

May 16, 2020

创建者 Prateek G

Jan 5, 2020

创建者 Kavin R

Oct 4, 2022

创建者 paola

Oct 3, 2022

创建者 Vaishnavi V

Mar 9, 2022

创建者 Jiexi H

Oct 20, 2021

创建者 Annisa O

Sep 26, 2021