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Learner Reviews & Feedback for Brand Management: Aligning Business, Brand and Behaviour by University of London

4.9
stars
7,803 ratings

About the Course

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.”...

Top reviews

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

RA

Aug 24, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

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2726 - 2750 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Muhammad T

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Feb 9, 2023

Very informative

By Wutt Y H T

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Jul 22, 2024

Wonderful Journey

By FABIOLA S

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Mar 21, 2021

Davvero ottimo !

By luis g

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May 29, 2024

Love it! thanks

By Emmanuel N

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Nov 9, 2022

very satisfying

By Sajith R C

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May 24, 2020

Good Course .

By K I P

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May 2, 2020

Very good one.

By Syed U A

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Apr 19, 2021

great course

By NGUYỄN X T

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Apr 14, 2024

GOOD COURSE

By Vaishali m

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Jun 21, 2021

Nice course

By Obinna E E

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Jul 10, 2025

impressive

By YANIELYS I

•

Jun 26, 2024

Muy bueno!

By Hussein I

•

Sep 7, 2022

،thank you

By Israel M

•

Mar 29, 2022

educative

By Pankaj B

•

Jul 5, 2020

Excellent.

By Joseph H

•

Jul 1, 2024

Excellent

By fiza m

•

Aug 10, 2022

satisfied

By Pratap S S

•

Aug 9, 2022

Thanks!..

By Deleted A

•

Dec 8, 2021

Excellent

By Ami M

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Aug 16, 2020

Excellent

By vadivu n

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Jul 23, 2020

Excellent

By LISA T

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Aug 3, 2021

Regards

By Anis K S

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Aug 1, 2023

thanks

By Mira S

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Jun 12, 2022

Great

By Juo H C

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Jun 4, 2022

good