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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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1926 - 1950 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Sean R P I

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Jan 16, 2021

Great course! You should try it.

By H. M I S F

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Nov 3, 2020

Excellence, I really appreciate,

By MANIKANDAN S

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Sep 2, 2020

the course for use to human life

By Agni C

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Jun 20, 2020

it was great learning experience

By Aman C

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May 10, 2020

VERY INFORMATIVE AND RESOURCEFUL

By Kate T

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May 7, 2020

Fantastic course. Well worth it!

By Akanksha J

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Oct 4, 2018

Excellent course for brand study

By Maggie M

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Mar 13, 2024

Comprehensive Adoptive Learning

By Flora

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Feb 14, 2024

Good course, easy to understand

By Lillia F

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Jul 19, 2022

the best branding course i took

By Vipul K

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Jun 19, 2021

A lot to learn from this course

By Saurabh A

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Oct 26, 2020

I highly recommend this course.

By Balaji M

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Sep 29, 2020

Very well developed course plan

By Archana B

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Aug 9, 2020

Was very informative and useful

By Tushar B

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May 14, 2023

Concept and Clarity is awesome

By David M

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Nov 13, 2022

Quite informative and engaging

By Navdeep J

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Oct 28, 2022

Thank you Mr. Nader Tavassoli

By David M W

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Aug 3, 2022

Super clarity moocs, on point

By Chau P

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May 21, 2022

i have learned too much, thank

By Siddhant

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Feb 4, 2022

A must for aspiring marketers.

By Peng R

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Dec 29, 2021

Good style of speech. Love it.

By Mohammad O

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Sep 23, 2021

Well constructed and executed.

By SHIZHEN Z

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Mar 1, 2021

This module is really helpful!

By Chamod P

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Feb 1, 2021

Good explanation with examples

By nandini s

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Oct 1, 2020

GOOD KNOWLEDGE, FULL OF SKILLS