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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
7,753 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 – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”...

Top reviews

SK

Sep 22, 2021

It was outstanding, as an Iranian, I have been fully satisfied with Mr. Tavassoli's great expertise in his field, I have learned a lot and may the best happens to all those who passed the course!

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.

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2051 - 2075 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mohamed A A E

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Apr 20, 2022

it is the best course i had

By Venkatesh R

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Jan 6, 2022

Good lectures by Instructor

By 謝昀庭

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Jul 24, 2021

Thanks for professor Nader!

By Karin W

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Jul 20, 2021

Really got a great insight

By Tusharika t

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Jul 13, 2021

its so good we learn a lot

By Valerie Z

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Jun 22, 2021

Very good course. Recommand

By Ramil N

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Jan 2, 2021

It was a very useful course

By Harsh S

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Sep 14, 2020

Exceptional, truly amazing.

By Ravi R

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Jun 20, 2020

very knowledgeable sessions

By Anjali J

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May 23, 2020

Insightful and interesting.

By Juliette B

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May 22, 2020

The lecturer was amazing!!!

By Niyati M

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Apr 29, 2020

The professor is fantastic!

By FANGYU W

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Feb 27, 2020

It's a mind-blowing course.

By Chintu K

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Mar 18, 2019

Good course for Foundation.

By Kapil B

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Sep 6, 2023

Very well designed course.

By Fayzalii S

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Feb 26, 2023

The best course in town...

By SHRIJITH R

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Sep 27, 2021

Brilliant and Insightful.

By Mario D

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Sep 22, 2021

This course is outstanding

By Aditya P S

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Jun 22, 2021

It was a great experience.

By Rohan S

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Jun 14, 2021

Great Insights of Business

By Giovanni M R

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May 12, 2020

perfect concepts and tasks

By philip n

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Oct 14, 2021

Highly valuable content.

By Daud H

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Jun 11, 2021

Great learning experience

By Girish D

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May 14, 2021

BEST COURSE AND BEST APPP