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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
7,633 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

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.

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!

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2301 - 2325 of 2,736 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Hitanshree S

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Feb 15, 2022

Englitening

By Syed Z H

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Dec 14, 2021

best teacher

By Aakritee G

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Nov 3, 2021

Great Course

By Haripriya.R

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Sep 2, 2021

Great course

By Eduarda N Z

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Dec 23, 2020

Sensacional!

By Wilfredo C P

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Dec 9, 2020

Very useful!

By JEAN P L

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Nov 26, 2020

Great course

By Alcides I A G

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Nov 15, 2020

Great Course

By ABHISHEK K

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Sep 19, 2020

Great course

By Joel T S

鈥�

Sep 14, 2020

Great Course

By Jasmine S

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Aug 3, 2020

Great Course

By Salman K

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Jun 28, 2020

Great Course

By Sayeda R

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May 22, 2020

Nice course.

By RAMEEZ A K

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May 10, 2020

great course

By Prini D

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May 4, 2020

Great Course

By Ekaterina

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Apr 28, 2020

I recommend!

By Rudy G

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Apr 27, 2020

Great method

By Quiterie V

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Apr 3, 2020

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By Mahmoud A

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Mar 13, 2025

really good

By Mohammed A B S

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Sep 16, 2023

nice course

By Anh b T

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May 12, 2023

Nice course

By resat b

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Mar 8, 2023

Good work !

By Gautam B

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Feb 25, 2023

Good course

By Mbali N

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Jan 31, 2023

exceptional

By Russel

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Nov 28, 2022

Excellent!!