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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
7,589 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

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.

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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2126 - 2150 of 2,724 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By ELIAS P N

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Feb 12, 2021

Thank you 糖心vlog官网观看!

By Narumol K

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Dec 11, 2020

Easy understanding,

By Olesea C

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Jun 17, 2020

Excellent course!!!

By mariela p

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Jun 10, 2020

Really interesting!

By Daniel B

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Apr 24, 2020

Great experience!!!

By Jonathan W

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Apr 8, 2020

Very clear delivery

By Mg T K

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May 10, 2019

I LIKE EXCELLENT...

By Amna A

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Nov 21, 2018

Very understandable

By Beatriz M d S

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Dec 31, 2023

Excellent content!

By Kurt L B

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Aug 4, 2023

loving this course

By Mekala K N 1

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Jul 21, 2023

Very useful course

By Mursaleen S K

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Oct 26, 2022

Very useful course

By tauheed b m

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Sep 21, 2022

Fantastic Course!

By Just W T L E

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Jul 19, 2022

i had a great time

By Vin M

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Jan 18, 2022

such a nice course

By SOL K

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Jan 16, 2022

WellRepresentative

By reyyan a

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Nov 12, 2021

very useful course

By Nacha S

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Aug 9, 2021

excelente course!!

By DongPV5

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Aug 6, 2021

Thank you so much!

By YEN H

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Jul 26, 2021

I like this course

By faith n

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Apr 16, 2021

excellent teaching

By Jerome V (

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Apr 12, 2021

Very Useful course

By Fatima L A

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Dec 9, 2020

It's really useful

By Dharmendra K

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Nov 7, 2020

Awesome experience

By GOLOJU S

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Oct 15, 2020

informative course