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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
7,638 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

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!

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.

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1301 - 1325 of 2,737 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Simona L

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Apr 28, 2020

Very insightful and with many pragmatic examples that makes the brand topic tangible.

By abdulaziz a

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May 16, 2023

Useful in doing the quizzes and organizing it in a power point for future reference.

By marisol m

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Jan 31, 2022

Ha sido un curso fantastico donde he podido aprender las bases del brand management

By Elena G R

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Mar 10, 2021

Una materia muy interesante, una forma de explicar por parte del profesor excelente.

By Valeria L H

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Feb 11, 2021

This course helped me to see marketing with a new perspective. I highly recommended.

By Sachin L

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Jan 22, 2021

Very well explained & loved the way & concepts were delivered by Professor Nadir sir

By Aleksey M

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Dec 29, 2020

Great course! I'm really happy that I've learned so many new things here! Thank you!

By Anass R

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Oct 12, 2020

Great insights and knowledge! On the other hand, the teacher looks like a great guy.

By Spandan T

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Oct 3, 2020

Amazing course. Extremely intuitive and interesting. Can't wait for more such MOOCs.

By Radha R

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Aug 16, 2020

Really enjoyed the course. The content and presentation are simple and effectiveness

By MEDHA B

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Jul 27, 2020

knowledgeable and insightful content. enjoyed every moment learning from instructor.

By Ron L

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Jul 27, 2020

Great course, great teacher. The approach to marketing was refreshing to me. Thanks!

By Fareeda S

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Jan 25, 2020

Very beneficial, I learned a lot about marketing and branding. I highly recommend it

By priya s

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Jun 18, 2018

I enjoyed Professor Nadir's lectures. I would have liked to have downloadable slides

By Alma R S M

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Dec 19, 2024

Me gust贸 mucho la manera de explicarlo, las entrevistas, los ejemplos y ejercicios.

By Carolina X

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Feb 18, 2023

The professor explains concepts very clearly, and gives easy to understand examples

By In锚s F

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Oct 31, 2022

very intyeresting and relevant for people who are interesting in Brand & Marketing

By Abdullah T

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Oct 28, 2022

Amazing and very informative course and also very experincable professor teach us.

By Varo V V

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Jul 11, 2022

very educational and the excuation of delivry was spot on. Thank you for the course

By Parin G

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Nov 24, 2021

A very good course, mostly consists of case studies.. You will find it interesting.

By Elena R C d R

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Sep 27, 2021

I really liked the course and have learnt very useful concepts! I do recommend it!!

By Gunja A

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Jul 6, 2021

Amazing course. The professor explains all the concepts very clearly and precisely.

By Th芒n 膼 D

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Feb 22, 2021

Really recommend it for anybody who wants to understand more about brand management

By Victoria B P

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Dec 10, 2020

My first online course, but not the last. Great experience and knowledge! Thank you

By Preeti k

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Sep 25, 2020

I have learnt new way to enhance branding in business to increase consumer loyalty.