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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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By Mohomed K

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Jul 19, 2024

Excellent

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Jan 8, 2024

Very good

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Dec 29, 2022

excellent

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Nov 25, 2022

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Oct 20, 2022

Amazing!

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Aug 22, 2022

Big help!

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Jul 3, 2022

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Apr 27, 2022

VERY NICE

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Feb 2, 2022

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Jan 18, 2022

excellent

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Oct 3, 2021

Wonderful

By Adrian A

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Sep 29, 2021

Excellent

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Sep 10, 2021

Excellent

By Lehi B R

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Jun 30, 2021

Very good

By Mostafa A A M

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Jan 22, 2021

EXCELLENT

By MINHAZUL A

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Nov 24, 2020

Excellent

By vinay p

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Sep 29, 2020

very good

By loana d

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Sep 6, 2020

excellent

By Adiel Z

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Aug 3, 2020

thank you

By TOLULOPE O

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Jul 27, 2020

Excellent

By anisha j

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Jul 8, 2020

Wonderful

By Ronald M

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Jul 6, 2020

Excellent

By Miguel 脕 C

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Jun 29, 2020

Excelente

By Sudhanshu K

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Jun 9, 2020

full Hard

By Kunal s

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Jun 7, 2020

Nice apps