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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

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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1676 - 1700 of 2,737 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Dwaipayan B

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May 8, 2020

The professor is a legit nigglet. I loved it mah man.

By Friederike A

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Mar 30, 2025

great course and worth every second of your time!!!!

By sixtus o

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Jan 22, 2025

Very detailed and rich with simplified explanations.

By Haifa A

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Oct 2, 2020

I learned a lot from this course, thank you so much!

By Wage D

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Jun 9, 2020

This course is totally insightful for me. Thank you!

By Sandeep K

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Jun 4, 2020

Great learning by examples and practical Interviews.

By Wong C H

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Apr 23, 2020

It is worthy for me to learn about Brand Management.

By Chr矛stina S

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Nov 5, 2018

Amazing approach in branding, I highly recommend it.

By Rowena C O

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Jun 4, 2022

THANK YOU FOR THIS COURSE I' M HAVE A LOT TO LEARN.

By KOKO D

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May 18, 2022

Fantastic Insights ! Felt Priviliged to go Through

By I帽aki D d R

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Nov 1, 2021

Easy to understand. Insightful. Full of examples.

By David M

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Jun 25, 2021

ONE OF THE BEST LEARNING EXPERIENCE EVER THANK YOU.

By Ashutosh s

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Mar 20, 2021

from this module, i have learnt practical examples.

By B. I W

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Nov 12, 2020

This course is very helpful for beginner. Thank you

By Indrajeet V A

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Oct 2, 2020

This course added great value to my overall career.

By ABIOLA O O

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Sep 29, 2020

Very Insightful, Expository, and Thought-provoking.

By Rajesh.R

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Aug 20, 2020

Excellent Course. Lots of Knowledge Gained from it.

By achyut k

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Jul 9, 2020

There is so much to learn in this course. Thank you

By ANUBHA G

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Jun 19, 2020

it was awesome journey during completion of course.

By Vivek B

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Feb 22, 2020

Awesome course, I thoroughly enjoyed the experience

By sanjana r

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Mar 11, 2019

Excellent explanation with understandable examples.

By shalini j

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May 13, 2025

The instructor is amazing, so smart and confident.

By Harsh v T

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Jul 16, 2023

full of knowledge and help anyone to posses skills

By Kene O

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Oct 19, 2022

LEARNT A WHOLE LOT OF THINGS CONCERNING BRANDING.

By Alaa J

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Sep 27, 2022

You will learn new ways of thinking about branding