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

4.9
stars
7,457 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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2026 - 2050 of 2,681 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Gizem D

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Aug 5, 2023

Thank you for everything

By Manoj J

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Jun 16, 2022

Good Learning Experience

By Thành K Đ

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Sep 16, 2021

Very interesting course.

By Lauryn L d S

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Apr 25, 2021

um curso muito bom mesmo

By omar f f

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Feb 16, 2021

it was very interesting.

By Abiyyu N

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Apr 8, 2020

it was super informative

By Karl R

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Sep 21, 2024

Amazing! Learned a lot!

By Michael B

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Jun 10, 2024

Great course! Loved it.

By Alia A

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Feb 19, 2024

Thank you, Prof. Nader!

By Karina C M

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Jun 29, 2023

Thanks! a great course.

By Alla n

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Feb 2, 2023

Good course, thank you!

By Prathamesh B S

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Oct 31, 2022

Very insightful course.

By shivganesh r

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Aug 7, 2022

this course was amazing

By Hamza H

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Jul 16, 2022

very inormative course

By Sourav S

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Jul 15, 2021

very informative course

By Zhou Y

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Mar 5, 2021

It's very useful course

By Faiz H

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Oct 8, 2020

One of the best course!

By Rohit M

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Oct 3, 2020

One of the Best Course!

By mohamad H

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Aug 28, 2020

A new world of branding

By Patricia F

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Jun 15, 2020

Excelente!!! Amazing!!!

By Navid A C

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Jun 10, 2020

must recommended course

By Ishita A

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Jun 2, 2020

very insightful course.

By Devjyoti B D

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May 27, 2020

Very Informative Course

By ANUSHREE R

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May 27, 2020

very interesting course

By ihtisham n

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Nov 6, 2018

very good for students