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

6,358 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.”...



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!


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!


76 - 品牌管理:协调经营、品牌和行为 的 100 个评论(共 2,340 个)

创建者 Muhammad U M

Jun 8, 2020

创建者 Asif Q

Mar 19, 2022

创建者 Aanchal

Feb 6, 2021

创建者 Kevin M

Nov 5, 2018


Nov 30, 2020

创建者 Guin W

Dec 10, 2020

创建者 Lee-ann O

May 12, 2022

创建者 Megha S

Jun 21, 2020

创建者 Timothy T

Oct 28, 2019

创建者 Yukiko O

Mar 18, 2021

创建者 Manahil Q

Nov 21, 2018

创建者 kim w j

Aug 17, 2019

创建者 Fernando P

Dec 22, 2020

创建者 Priyanka S

Aug 22, 2022

创建者 Annette B

May 18, 2020

创建者 Elmira Y

Jul 10, 2020

创建者 Shuchita G

Jun 13, 2022

创建者 GAA

Dec 13, 2020

创建者 Dike Q

Oct 1, 2020

创建者 T P

Nov 11, 2022

创建者 Yolanda P

Aug 31, 2020

创建者 Ashim C

Aug 18, 2020

创建者 Amanda W

Jan 13, 2022

创建者 Luca B

Mar 23, 2021

创建者 HEngin B

Jun 10, 2020