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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
7,757 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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

CS

Apr 23, 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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1201 - 1225 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mario S

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Feb 15, 2021

Well explained with many real business examples. Great new vision about the people's importance.

By ABHINAV K

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Aug 29, 2020

This course gives a very in-depth knowledge about how the brand image is built through 3b model.

By Alethea L H

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Jun 22, 2020

An insightful course, would definitely recommend it to to anyone who's interested in branding :)

By Nadia L R

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May 25, 2020

it's easy to understand really love the way professor teach and the example of the brand as well

By Osareme E O

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May 17, 2020

Dr Nader Tavassoli handled and presented this course extremely well. I enjoyed every part of it.

By Ekenedilichukwu E

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May 17, 2020

The learning experience was exceptional Prof. Nader was very wonderful in delivering the points.

By Angela S M S

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Apr 19, 2020

Thank you for the course. I learned so much about brand management especially in business world.

By Anupam B

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Apr 18, 2020

Absolutely fantastic and exhaustive course material. special thanks to Mr. Nader - He made it re

By Laurian S

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Jun 16, 2025

got ths couse done and i see a chance me using this as a big tool in my careers in future works

By Mariya G G

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Aug 22, 2022

Great content! Strongly recommend to all who are interested in Brand management! Great lektor!

By Sangdeun I (

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Jun 24, 2022

Great course for learning to adapt your business. And easier to learn. I recommended it to you.

By Sandhan D C

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Oct 18, 2021

Excellent course filled with a lot of learning included, even for senior managers and leaders.

By Violet X

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Oct 6, 2021

Great course, a lot of examples and super fun and easy way to kick start your business learning

By Faith s C

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Feb 8, 2021

Excellent easy informative, challenges your brain to be innovative and creative i recommend it.

By Blanche R F

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May 8, 2020

Best MOOC I've taken, best professor I've ever learned from. Made me contemplate taking an MBA.

By Varshini R

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Oct 7, 2022

I found it valuable than a famous marketing book on branding. would rewatch lessons for sure.

By Enrico M

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Jan 31, 2022

Really interesting and complete, to do to improve your skills in the field of Brand Management

By A B

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Jan 24, 2022

Good course! Would be better to be able to download all slides (ppt or pdf) after each module.

By Catia G

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Jun 5, 2021

Great insights! The Teacher is very good and he is very enthusiastic on sharing his knowledge!

By Pradeep A

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Mar 23, 2021

Wonderful program and nicely planned and delivered, Loved the whole experience of the program.

By Flavia R Z T

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Mar 14, 2021

I learned and practice all my knowledge in this course! It was really helpful and interesting!

By Julius B

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Jan 1, 2021

I liked that a lot of practical examples were provided. I enjoyed every minute of this course.

By Olga K

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Dec 16, 2020

This course is very useful for people interested in brand management and some marketing hints.

By oliviadaechsel

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Jul 15, 2020

Awesome professor! I really enjoyed the examples you used to best describe the topics at hand.

By Anusha D

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Jun 27, 2020

The lectures explained with the relevant examples helped me to better understand the concepts.