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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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2101 - 2125 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Faiz H

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Oct 8, 2020

One of the best course!

By Rohit M

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Oct 3, 2020

One of the Best Course!

By mohamad H

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Aug 29, 2020

A new world of branding

By Patricia F

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Jun 15, 2020

Excelente!!! Amazing!!!

By Navid A C

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Jun 11, 2020

must recommended course

By Ishita A

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Jun 2, 2020

very insightful course.

By Devjyoti B D

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May 27, 2020

Very Informative Course

By ANUSHREE R

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May 27, 2020

very interesting course

By ihtisham n

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Nov 6, 2018

very good for students

By fajar w n

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Aug 25, 2023

many thanks for lesson

By JOE W

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Mar 21, 2023

GGreatGreat experience

By CBM H p

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Feb 3, 2023

very relevant content

By Yunita K

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Oct 21, 2021

this course is so good

By Madelin 袁

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Sep 12, 2021

perfect for beginners

By Carolina M

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Apr 12, 2021

Excellent course!!!!!!

By EKUME C B

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Dec 28, 2020

Exceptional I must say

By Racaentha A P A

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Dec 4, 2020

very clear explanation

By ARISTA D

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Dec 1, 2020

good cool, informative

By TEBOGO

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Sep 17, 2020

it was a useful course

By Siphokuhle M

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Jul 21, 2020

Best course ever!!!!!!

By Fabio B R J

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May 11, 2020

Amazing point of view.

By Sanjay M

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Sep 13, 2025

All we need to know..

By Qhawe M

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Oct 14, 2023

Prof Nader was great!

By Ananya D

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Jun 5, 2023

Very well explained!!

By Awnish C

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Jan 11, 2023

The best one can get!