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

4.9
stars
7,378 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

MS

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!

SS

Oct 22, 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.

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2626 - 2650 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

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 5, 2022

good

By Mohit S

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Oct 21, 2024

Good

By kanumuri k

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Aug 19, 2023

good

By Bhavin M

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Jan 23, 2022

good

By Ramalakshmi U

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Aug 8, 2020

Good

By neizle a

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Sep 11, 2022

4

By Hannah S

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Apr 17, 2023

This course would be ideal for someone who has no knowledge of brand management. As someone who has a basic understanding of the various concepts, it wasn't hugely beneficial. The course materials was good and the lecturer himself was fantastic - excellent communicator and engaging. The quizzes were incredibly frustrating as they weren't so much testing your knowledge rather trying to catch you out with trick questions. They were quite poorly worded which meant that they could be open to interpretation. My husband who has studied at top universities (Oxford University etc.) even made a point of this. Also the written assignments were repetitive. They were somewhat similar week to week. Whilst i did know a lot before going into the course, i didn't know exact names of concepts so it was helpful in that respect. Only do this course if you are an absolute beginner to brand/business.

By Francesca G

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Nov 22, 2022

Course material was a transcription of the "free-flow" spoken words, with no structure. The downloads were in text-format, which is something that you can never, never use again if you want to learn or refresh. Half of the content has been given by self-marketing interviews, which in my opinion don't fit in a university course.

By Youssef A A

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Oct 17, 2022

The course is great in terms of the curicculum. But the peer grading quizzes, I see that it should be graded by professionals. Keep the peer grading but still add a 3rd professional to assess.

By sarah

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Nov 3, 2022

Course content was great! I found the writing/reflection assignments helpful in learning the content. The quizzes were useless for learning.

By Sarthak

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May 6, 2022

Loved the course. Interesting and insightful reads along with good guidance. However. some content was inaccessible. Please look into it.

By Antonietta A

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Apr 12, 2022

interesting course if you are at a beginner's level but not if you already have seniority

some of the links were expired

By Mubashshir A

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Feb 15, 2023

The course was very helpful specially the holistic approach helped me understand the concept very deeply.

By Kate P

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Sep 15, 2019

Really weird structure of the week 1, do not want to continue this course :(

By Chirag S

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Feb 2, 2022

Good course to learn and understand the basics of brand management.

By SRINIVAS, K R

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Nov 3, 2020

only problem is it is difficult getting peers to review your work

By Kago M

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May 11, 2021

helped me learn and experience a different perspective.

By Milena K

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Oct 1, 2022

Gives you knowledge of the brand management world

By Fahima S

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Sep 10, 2020

I think this course was quite lengthy.

By ER L

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Jan 3, 2021

well constructed and presented course

By Kajol N

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Jul 15, 2021

The content was not upto the mark !

By Nikhil P

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Jul 2, 2021

well proud feeling after completion

By Roya A S

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Jul 13, 2023

It was boring and hard to finish.