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所在平台: Udemy |
课程主页: https://www.udemy.com/course/brand-marketing-creating-powerful-brands/
课程评论：没有评论
**课程名称：** 品牌营销：打造强大品牌 **课程概述：** 本课程聚焦于品牌在企业价值创造中的核心作用，从研发到售后服务，企业的一切活动都体现在为客户提供的价值主张中，而品牌正是这种价值主张的集中体现。在瞬息万变的营销环境中，品牌在创造股东价值方面始终扮演着至关重要的角色。 该在线工作坊将提供一个逐步管理的流程，以确保品牌能够创造股东价值。更重要的是，它将阐述一种量化方法，来解决品牌资产这一常被误解和管理不善的议题。 **课程模块：** * **模块一：** 定义价值的真正含义。 * **模块二：** 阐述品牌是什么及其在企业战略中的作用。 * **模块三：** 揭示品牌与消费者之间错综复杂的关系。 * **模块四：** 讲解成功品牌管理的基础。 * **模块五：** 阐述品牌如何为客户创造价值。 * **模块六：** 讲解如何量化品牌所创造的股东价值。 **适用人群：** 本课程虽然以营销人员为主要面向对象，但其内容同样适用于企业内的所有人员。品牌管理深刻影响着组织中的每一个人，若品牌缺乏差异化、定位不清晰或管理不专业，将不仅影响员工，还会对所有利益相关者造成不利影响。本课程也将帮助总监和会计人员为管理其最重要的资产——品牌——做出重要贡献。
Everything an organization does, from R & D through to after-sales service, manifests itself in the value proposition made to customers and this is represented by the brand.The one constant in the turbulent marketing landscape has been the crucial role of brands in the creation of shareholder value. This online workshop provides a step-by-step process for managing brands in such a way that they create shareholder value. More importantly, it spells out a quantitative approach to the frequently misunderstood and poorly managed topic of brand equity.The workshop consists of six modules plus optional appendices containing useful technical/legal details• Module 1 defines the real meaning of value• Module 2 explains what brands are and their role in corporate strategy• Module 3 unravels the complex relationship between brands and consumers• Module 4 explains the bedrock of successful brand management• Module 5 spells out how brands create value for customers• Module 6 explains how to quantify the shareholder value that brands createWhilst it has been written with marketers in mind, this workshop is definitely not just for the likes of brand managers. Branding deeply affects everyone in the organization and if the brand is not differentiated, carefully positioned, and professionally managed, all its stakeholders will be adversely affected, not just its employees. This course will also enable directors and accountants to make a major contribution to the management of their most important asset: their brand.
