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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
7,636 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

May 25, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

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1476 - 1500 of 2,737 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Miguel S

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Feb 20, 2022

It's very clear and interesting. Exellent teacher. Loved this course.

By Yash B

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Feb 5, 2021

Amazing MOOC, loads to learn. Great examples and the best interviews!

By PUTRIANA E N

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Dec 21, 2020

i so clear to learn this courses from the first till the end courses.

By EJ C

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Sep 1, 2020

I have learned so many things! Every concept is explained thoroughly.

By Evandro P

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Jul 3, 2020

Curso excepcional, muito al茅m das expectativas para quem j谩 茅 da谩rea.

By norberto v

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May 27, 2020

Un curso muy bueno , muy capacitado el instructor y excelentes clases

By Danut F

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Apr 22, 2018

A great opportunity to discover another face of the brand management.

By Chilaka R C

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May 30, 2022

Absolutely educative MOOC. I don't regret signing up for the course.

By Victor O

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Mar 9, 2022

This is the best MOOC I have taken ever. Thank you, professor Nader.

By WEI C H

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Jan 20, 2022

Highly recommend!! Great course with well design and nice Instructor

By Andres F C F

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Jan 19, 2021

Great experience. Magnificent way to communicate concepts. Thank you

By Cate F

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Dec 4, 2020

Great course, I really liked it. Has incredible topics and examples.

By Prashant T

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May 25, 2020

Great course for any one wanting to learn how great brands are made.

By Ravi K D

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May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

By Jacqueline C

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Jan 30, 2019

For marketing people, this is a great course to change your mindset!

By Chidi O

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Jan 1, 2025

This course was exceptional for me. Really made my year. Thank you

By 挟谢懈褟 袙

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May 31, 2024

Excellent course with plenty of examples and good theoretical base!

By Sadhana M K

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Jun 29, 2023

i like this course because of the marketing Mix the course was good

By Adebowale S

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Feb 18, 2023

This course is well explained. The instructor knows his onions 100%

By Mirza H S

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Dec 18, 2022

This Course is great opportunity for learning and boost your skills

By Anjani S S

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Sep 21, 2022

Very interesting course, and very well delivered by the instructor

By Vivian O

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Jul 24, 2022

I am grateful that now iI can continue learning, thanks to cousera.

By Ketaki B

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Jan 18, 2021

Provides a modern approach to traditional brand management notions.

By Onah D

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Jan 9, 2021

Truly informative and empowering... Made me a better brand manager.