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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

SF

Jan 5, 2022

An excellent course which gives you insights about how to bring alignment between the 3B's of a company by the professor who gives apt examples which helps you to understand the concepts better.

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

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2251 - 2275 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Foram S

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Apr 13, 2020

Brilliant course

By Nathan H

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Apr 9, 2020

Very interesting

By SWAPNIL B

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Aug 28, 2019

VERY GOOD COURSE

By Joseph S

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Jul 15, 2025

Amazing project

By Mendoza P A

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Nov 17, 2024

EXCELENTE CURSO

By Michael K O

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Mar 11, 2024

Awesome course.

By Amy G

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Oct 13, 2023

I feel smarter!

By selina f

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Aug 10, 2023

AMAZING TEACHER

By NARMIN G

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Feb 15, 2023

just perfect :)

By Gleisson D

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Jan 6, 2023

Excelente curso

By CHIJIOKE B A

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Oct 17, 2022

great lecturer

By Dimitris K

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Jul 25, 2022

amazing course

By Chinmay B

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Jun 29, 2022

Lovely course!

By Divya g

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Sep 12, 2021

learned so much

By SYED S

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Jun 15, 2021

Awesome content

By Kelly W G

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Mar 29, 2021

Very valuable .

By Rahul S

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Mar 2, 2021

Very insightful

By Michelle B T

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Dec 16, 2020

good material!!

By RAFAELA F R

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Dec 15, 2020

Excelente curso

By Leana M

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Nov 1, 2020

Very good MOOC!

By Magno P T

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Sep 12, 2020

Great course!!!

By Ankit Y

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Jul 11, 2020

Amazing course.

By Hamid A

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May 29, 2020

Excellent MOOC.

By Abhishek P

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May 9, 2020

Good Learning !

By Maja M

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Apr 24, 2020

Great overview!