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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
7,592 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

May 25, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

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951 - 975 of 2,724 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Antonio P A

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Jan 18, 2019

Excellent course! Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

By Butaeva D R

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Dec 11, 2022

The course is very interesting, but for people who gonna learn with russian subtitles be attentive, its not always correct.

By Amir I

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Nov 24, 2022

Amazing! Love the content of the lecturer. Very well communicated and transfered into a highly benefiting learning process!

By Juan L

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Mar 30, 2021

Excellent. Clear, great insights and efficient for everyone who wants to understand, manage and create brands and business.

By Farid A

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Feb 16, 2021

Amazing comprehensive course; the only suggestion is to make available for download all the slides separately as one batch.

By JIN S

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Sep 24, 2020

I benefited a lot from this course, the delivered conted is very clear and logical, a fantastic course, highly recommended.

By Paula B P

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Jul 12, 2019

It was a really easy going course. The approach was very well developed and I applied a lot of concepts to my own business.

By Michael P

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Nov 12, 2018

A fantastic all-round brand strategy course that will serve you well in your lifelong business journey. LBS rocks this one!

By ADEOLA A

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Aug 30, 2021

Great course, the delivery was apt and the various interview sessions further explained the concepts taught. Well done sir

By LEAL M M C

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May 20, 2021

very good content and the professor shared very useful knowledge about the importance of brand, and behaviour of a company

By Ifeoma O

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Oct 13, 2020

Superb!!! I have learnt so much ! thanks to the Prof. Nader Tavassoli, who made everything aspect clear and interesting.

By Jos茅 P B

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May 17, 2020

Great course, very useful. And it was very illustrated to have real case interviews with top people!! that is a very plus!

By Phenyo M

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Apr 17, 2020

The course is very informative, engaging and challenges how we think about branding and brand alignment. Thank you Nader.

By Hugo S

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Nov 19, 2018

Great view on the approach that all companies that want to thrive should take. Easy to understand and really motivational.

By Abshir c

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Jun 29, 2024

When i was starting the course i have known less about branding, i have learnt more. Its best course i have ever intended

By Kristine A

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Mar 15, 2023

Thanks for this course. It was very interesting and useful for me. I 'll put into the practice the knowledge I learnt.

By Kaifa Y

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May 15, 2022

I feel very glad taking this course. I enjoy the course and will love to take more of Marketing and Branding course here.

By Pauline S

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Jan 15, 2021

Great course! Really enjoyed hearing Mr. Tavassoli's perspective on the course. Very much recommend following the course.

By HQ-David B

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Dec 11, 2020

Great course. Gave me valuable insight into breaking down a brand and methods to incorporate the brand better. Thank you.

By Eliette M

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Aug 17, 2020

Amazing content. I appreciated the way it was presented and the tasks design. Prof. Nader met my expectations and beyond.

By Rekha U M

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Jul 22, 2020

Thank you for delivering a wonderful MOOC. My humble suggestion is to include more examples from Asian perspective too.

By Punnara P

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Jun 6, 2020

I've always wanted to learn more about Brand Management and this course fulfilled my purposed. Nice instructor and VDO !!

By Derryn J

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Apr 26, 2018

Great course. Really engaging and knowledgeable professor. Valuable insights that I have taken into my current workplace.

By Victor A

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Jul 25, 2023

This course was really insightful. I'm grateful to Professor Tavassoli for sharing this immense knowledge with the world

By Adetoye T

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Aug 21, 2021

Wonderful lectures from a great teacher. Thank you Professor, thank you University of London and London Business school.