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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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1301 - 1325 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Panos E

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Dec 19, 2024

Awesome course with very practical assignments and interviews from corporate leaders!

By Michael N

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Aug 17, 2023

great insight on business branding, it was quite a learning experience. thank you!...

By Man C

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Jul 24, 2022

Knowledgable and understandable course .... it wa sa great learning.... thanks Mentor

By 枚mer 莽

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Mar 29, 2022

The course was very nice. I would like to thank our valuable teacher for his efforts.

By Adrian D

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Dec 28, 2021

Enjoyed the course very much. well presented and gained much insight. thank you Nader

By hillary k

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Nov 13, 2021

Amazing lecture with very detailed and good examples. This is a course worth taking!!

By Bhargavi R

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Jun 5, 2021

this course improved my insight on how i view business. it gave me a new perspective

By Nazgol M

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Apr 11, 2021

the exceptional course which I strongly advice managers in any department to take it.

By Jason H

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Apr 2, 2021

Branding well explained with the key concepts and tools to manage branding as a whole

By fcastilloch

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Mar 1, 2021

This was a very interesting journey, the professor and the interviews were top-notch!

By Brie E

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Jan 5, 2021

One of the best brand courses I have taken! Fantastic for even experienced marketers.

By Denise M

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Nov 26, 2020

a very well explained course really usefull also on this particular historical period

By Handi S M

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Jul 4, 2020

Very thoroughly and detailed course. I got a lot of new perspective from this course.

By Simona L

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Apr 28, 2020

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

By Maryjane E

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Aug 8, 2025

The course was really insightful and i am truly grateful for every knowledge gained.

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.