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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

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.

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!

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1426 - 1450 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Sandeep k

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Aug 20, 2022

I NEED THIS FREE CERTIFICATE I HAVE NO MONEY TO BUY IT SOMEBODY HELP ME

By Benjamin L

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May 30, 2021

I will be waiting for the second part! Very entertaining and insightful

By Michael W

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Feb 25, 2021

Very very well put together - thank you, thoroughly enjoyed this course

By Marina M

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Sep 3, 2020

Great course, I really enjoyed this time and learned a lot! Thank you!

By Maria C R M

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Aug 30, 2020

A very comprehensive course that revolutionized my perspective of brand

By Ajithkumar A

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Jun 27, 2020

Every one Will love this Course, Wonderful, and Lot of Insights loaded.

By filletmeuo

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Sep 19, 2019

Very helpful that inspire me to develop my insights on brand management

By yuletza C

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Jul 18, 2024

great practical learning in each of your modulars, thank you very much

By John B d

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Aug 7, 2022

you will get a clear idea on building a brand in the current scenario.

By Jim D

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May 1, 2022

Great course, easy to follow and covers some great ideas and concepts.

By Daniel I

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Mar 23, 2021

I'm really glad I took this course. Very insightful and well detailed.

By Maria C O

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Feb 23, 2021

Learned a lot from this course that I can apply in the work that I do.

By Chau Y N

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Jan 20, 2021

Thank you very much to Professor Nader, I've learnt very much from him

By Abdullah R

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Oct 25, 2020

Amazing Course really liked the teaching methodology by the instructor

By Cheyenna K

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Sep 15, 2020

Very good course and will boost you if you're in the path of business.

By Gracious D

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May 30, 2020

Great course! A much needed perspective on marketing in today's world.

By 王旭峰

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Mar 6, 2020

Thank you for your education and inspiration. We will make our impact!

By Charleson O

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Jan 31, 2024

highly engaging course, professionally delivered and very insightful.

By Erica D

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Apr 18, 2022

I learned new brand strategies while thoroughly enjoying this course.

By Miguel S

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Feb 20, 2022

It's very clear and interesting. Exellent teacher. Loved this course.

By Yash B

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Feb 4, 2021

Amazing MOOC, loads to learn. Great examples and the best interviews!

By PUTRIANA E N

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Dec 20, 2020

i so clear to learn this courses from the first till the end courses.

By EJ C

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Aug 31, 2020

I have learned so many things! Every concept is explained thoroughly.

By Evandro P

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Jul 2, 2020

Curso excepcional, muito além das expectativas para quem já é daárea.