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

4.9
stars
7,821 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

CD

Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

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2301 - 2325 of 2,789 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Omar R R E E

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Dec 12, 2020

Helpful Course

By Mohammad Z R

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Oct 31, 2020

Amazing course

By MOHIT D J

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Aug 29, 2020

Amazing Course

By Supriya P

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Aug 11, 2020

simply awesome

By Aayush R

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Jul 26, 2020

Well explained

By Hannah A B A

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Jun 29, 2020

Great teacher!

By Pranjal s

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Jun 26, 2020

AMAZING COURSE

By Steven G

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May 25, 2020

Great content.

By Ksenia K

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May 11, 2020

Very intesting

By Angad S

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May 6, 2020

Amazing course

By K.Anwesh P

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Apr 8, 2020

well explained

By Gitta Q

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Jun 21, 2018

Very Educative

By Angélica C

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Jul 27, 2025

Great course.

By Atul S

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Jun 13, 2025

Great course.

By Eugene D D D

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Feb 1, 2025

Very detailed

By Asawapat R

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Sep 22, 2024

Very nice one

By Sekgwane

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Aug 28, 2024

Great course!

By 贺新

•

Nov 3, 2022

Great course!

By anikeh

•

Sep 22, 2022

good course.

By Douglas C

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Feb 7, 2022

Great course!

By Anna Y

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Jul 29, 2021

Best course !

By Gurmehar S

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Jun 4, 2021

Great Course!

By Nina Z

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May 30, 2021

Great course

By Omarelys V

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Mar 11, 2021

the best MOOC

By Cani M

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Dec 6, 2020

Great course!