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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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1801 - 1825 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Burcak C

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Mar 25, 2021

It was incredible experience! Thank you!

By abeer A

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Feb 28, 2021

thank you so much, prof. Nader tavassoli

By Anshul A

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Dec 21, 2020

It's very informative and well designed.

By Kaustubh G

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Sep 12, 2020

Learned a new concept :signature pricing

By Hafiz S

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Sep 7, 2020

One of the best courses I have attended!

By Tarun S

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Aug 14, 2020

Excellent instructor and great learning.

By Poornima P

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Jul 6, 2020

Its a great course.I completely loved it

By Benjamin L

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Jun 19, 2020

Very good concepts and insights on Brand

By Kseniia

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May 15, 2020

Very good for people working in commerce

By Barak A

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Jun 29, 2019

Very important Course.

Really interesting

By 064 — U Z

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Oct 4, 2024

Really loves the Mooc, professor Nader.

By Benedicta A

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Oct 6, 2023

It such a great online learning journey

By Aline B

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Oct 31, 2022

I've learned so much with this course!

By Hajar O s

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Jun 5, 2022

one of the most phenomenal best courses

By Terry L

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May 3, 2022

It is really good and very recommended!

By İrem

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Jan 13, 2022

Thanks a lot for this inspiring course!

By Pranesh P

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Aug 9, 2021

Very Useful course. HIghly recommended.

By Jennifer N

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Jul 28, 2021

Loved this course! awesome delivery too

By Kanwar P

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Jan 25, 2021

Had a great time finishing this

Course

By Kah X L

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Jan 10, 2021

Very informative. Thank you, Professor.

By Ubaldo B R

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Oct 19, 2020

Amazing, more courses like this please!

By Anilesh R

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Sep 5, 2020

Very good content and immensely helpful

By shubham m

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Aug 29, 2020

Must course for a marketing enthusiast.

By Divyanshu S

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Aug 10, 2020

very informative and interesting course

By Raj R

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May 6, 2020

Great depth and insight in this course.