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Back to Brand Management: Aligning Business, Brand and Behaviour

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

4.9
stars
7,633 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 鈥� regardless of where you are in your organisation 鈥� thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: 鈥淚 hear and I forget. I see and I remember. I do and I understand.鈥�...

Top reviews

SS

Oct 23, 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.

SS

Apr 20, 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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2676 - 2700 of 2,736 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ajay K K

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May 2, 2020

It was a good course.

By Chayanit r

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Apr 20, 2021

I need some handouts

By Deepti S

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Nov 25, 2020

Well designed course

By Swetha S K

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Aug 25, 2020

Thus was very useful

By Karabo S R

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Oct 6, 2020

Well said Tavassoli

By Muhammad T

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Feb 10, 2023

Very informative

By Wutt Y H T

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Jul 23, 2024

Wonderful Journey

By FABIOLA S

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Mar 21, 2021

Davvero ottimo !

By luis g

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May 30, 2024

Love it! thanks

By Emmanuel N

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Nov 10, 2022

very satisfying

By Sajith R C

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May 25, 2020

Good Course .

By K I P

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May 3, 2020

Very good one.

By Syed U A

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Apr 20, 2021

great course

By NGUY峄凬 X T

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Apr 15, 2024

GOOD COURSE

By Vaishali m

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Jun 22, 2021

Nice course

By YANIELYS I

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Jun 27, 2024

Muy bueno!

By Hussein I

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Sep 7, 2022

貙thank you

By Israel M

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Mar 29, 2022

educative

By Pankaj B

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Jul 6, 2020

Excellent.

By Joseph H

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Jul 1, 2024

Excellent

By fiza m

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Aug 10, 2022

satisfied

By Pratap S S

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Aug 10, 2022

Thanks!..

By Deleted A

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Dec 9, 2021

Excellent

By Ami M

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Aug 17, 2020

Excellent

By vadivu n

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Jul 24, 2020

Excellent