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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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1276 - 1300 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mariana D

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Sep 2, 2020

A g茅r芒t course that guides you through the quintessential parts of branding and business.

By Wai-Ling L

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Aug 1, 2020

Great course on how strong leadership can elevate a brand by aligning people and purpose.

By Parijat S

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Jun 6, 2020

Exceptional lectures and interviews. I am definitely joining London Business School soon.

By Nadine L W

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Oct 9, 2019

An excellent course looking at Branding holistically and providing best practice examples

By Divine C O

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Jun 19, 2022

It was Incisive and Expository. Challenging also by means of the peer-graded assignments

By Braulio G

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Nov 2, 2020

Excelente curso, muy completo y un profesor muy capacitado en la materia.

Muchas gracias!

By Stuteema K

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Aug 14, 2020

It was a very good experience . learned a lot , hope i will use the ideas in my work too

By Gopal S

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Jul 31, 2020

Very informative, great faculty and gives me lot of inputs to implement in my enterprise

By Rounak S

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May 31, 2020

The course was very well designed and gave a deep insight into how Brands actually work.

By Karen P E T

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Apr 27, 2020

Muy buen curso, aprend铆 cosas que son aplicables y que me ayudar谩n en el manejo de marca

By Rodolphe N

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Mar 9, 2022

Excellent MOOC, LBS should provide more of these to enable marketers stay 'up to date'

By Giovanna S

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Nov 16, 2021

Thank you Nader for delivering a truly informative and enjoyable course. All the best.

By Malvika C

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Dec 18, 2020

It's a great course. enjoyed the assignments and the lectures. thankyou Nader Tavassoli

By Enakshi D

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Aug 24, 2020

Extremely knowledgeable and effective learnings. It was indeed a pleasant experience :)

By Rekha A

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Jun 21, 2020

Great to be a part of this course. All concepts well explained with case studies. Great

By phyo p

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Sep 20, 2022

It's a wonderful course which thaught me various topics concerning with the branding.

By MD A R A

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Feb 21, 2022

Best Course for understanding Brand Management. Definitely worth the time spent on it.

By Deleted A

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Feb 21, 2022

It was excellent course! Thank you for such opportunity to get new modern knowledches.

By Punyashloka P

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Sep 16, 2021

One of the Finest Courses. Special thanks to instructor Prof Nader.

Regards.

Punyashloka

By Jaison J

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May 23, 2021

One of the best courses I have done. I absolutely loved it and recommend it.

Thank you.

By Kinir G

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Apr 16, 2021

It was a good learning experience. The course concept was apt and it was very helpful.

By Claudia G

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Feb 7, 2021

It was great! Everything I learned in this course will helping me growth in my career.

By Marcela M L F

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Aug 27, 2020

I loved the program content, excellent professor, and great examples while explaining!

By Sera A

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Jul 10, 2020

It was a great experience to learn about "brand management". It was really thoughtful.

By Prachi g

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Jul 6, 2020

I really like this course and this course provides me a good knowledge about the brand