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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
7,586 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

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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2626 - 2650 of 2,722 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Inderdeep S

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Jun 11, 2022

New knowledge and insight what actually a brand stands for

By Varsha C

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Oct 2, 2020

Good needs to be updated a bit with more current examples.

By Uzzal K B

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May 21, 2022

it is a very good course to undertand the band management

By dennis m

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Aug 10, 2022

Great course! Definitely improving my branding skillset

By Sriramani M

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Jul 31, 2021

If followed and learnt diligently , can help a lot.

By Gagan K

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Oct 1, 2022

It was a really engaging & skill improving course

By FAROOQ N

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Nov 12, 2021

this course helped me alotin learning new tecniqus

By Rohan p

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May 27, 2020

It's very interesting learning for future business

By Tasia B

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Dec 4, 2022

Definately, recommend. You choose your schedule.

By Jehoram F B

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Aug 7, 2022

Good short course. I've learned a lot from this.

By Vani B

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Oct 1, 2023

Course is a bit outdated in the links shared.

By Renske R

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Jun 4, 2020

nice course for beginners in brand management

By PRADEEP K Y

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Jun 3, 2020

Great course, Learned a lot from this course.

By Abbey W

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Jun 10, 2020

Very informative and well rounded course

By Pallavi S

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Oct 20, 2022

great course and i had a good learning

By Sumit K G

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Apr 13, 2022

Excellent course on brand management .

By Ahmad M

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Aug 25, 2022

Great course, not enough assignments

By Yohannes D

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Oct 25, 2022

Nice training and good opportunity

By Alejandro T B

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Sep 6, 2021

Good course about brand management

By Sujata J

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Jun 8, 2021

overall the course was enriching.

By Vita

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Dec 7, 2020

课程内容很棒！只是在中国不支持视频播放，有点 遗憾。字幕笔记很好！

By Sneha E

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Aug 12, 2020

It was an amazing time learning.

By MA Y

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Apr 23, 2021

Good course. Learnt some models

By Afrin E

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Aug 8, 2024

Excellent , with live examples