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所在平台: Udemy |
课程主页: https://www.udemy.com/course/build-successfull-brands/
课程评论：没有评论
课程名称：品牌管理：打造成功的持久品牌 课程概述：本课程将探讨像苹果、Facebook、可口可乐、梅赛德斯、阿玛尼等公司所共有的特点。它们被誉为能够提供卓越产品体验、超越竞争对手的品牌。《品牌管理：打造成功的品牌》将逐步教您如何创建有价值的品牌。课程由品牌战略国际思想领袖、畅销书作者和多所大学教授的Leslie de Chernatony教授主讲。 课程内容开始于品牌管理的基础，讨论培养品牌过程中所涉及的一些问题。有效的品牌管理需要对品牌的本质达成共识。由于品牌是无形资产，将介绍一个框架来表征品牌的质量。同时，讨论如何避免由于支持品牌的方式不一致而造成的问题，并提供相应的管理框架。此外，课程还探讨了如何将更多情感融入品牌。 有效的品牌战略需要从全公司视角出发，了解组织的能力，识别新机会，并利用企业文化的优势来兑现品牌承诺。品牌成功不仅仅依赖于对客户的关注，更需平衡地考虑各利益相关者。在一个品牌的功能价值易于复制的时代，如何复刻品牌的情感价值显得更具挑战性。本课程将讨论如何通过内外部视角促进品牌的成长与持续，介绍一个战略性成长和支持品牌的模型，即“从品牌愿景到品牌评估”。在解释该模型后，将深入探讨模型的不同要素，以展示如何运用该模型发展有价值的品牌。
What companies like Apple, Facebook, Coca-Cola, Mercedes, Armani have in common?They are recognized as Brands able to deliver something people love: a superior product experience compare to their competitors. Brand Management: Build Successful Brands will teach you step-by-step on how to create amazing brands that are worth money.The course is led by International Thought Leader on Brand Strategy Prof. Leslie de Chernatony, best seller author and professor in leading Universities.This course starts with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. To manage brands effectively, there needs to be a consensus about the nature of the brand in question. As brands are intangible assets, a framework will be presented to characterize the quality of a brand. One of the problems is that an inconsistent approach to supporting the brand may result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored.Effective brand strategy necessitates taking a pan-company perspective to understand the organization's competencies, identify new opportunities, and leverage the advantage of corporate culture to deliver the brand promise. Brand success does not result just from focusing on customers, but rather from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy what a brand can deliver (functional values), it is more challenging to replicate how the brand is delivered (emotional values). This session will address how by looking inside and outside an organization, brands can grow and be sustained. It will open by presenting a model to strategically grow and support brands, "From brand vision to brand evaluation." After explaining the model, the different elements of the model will be explored to show how the model can be used to develop valuable brands.
