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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 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

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.

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2676 - 2700 of 2,721 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Hussein I

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Sep 7, 2022

貙thank you

By Israel M

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Mar 29, 2022

educative

By Pankaj B

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Jul 6, 2020

Excellent.

By Joseph H

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Jul 1, 2024

Excellent

By fiza m

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Aug 10, 2022

satisfied

By Pratap S S

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Aug 10, 2022

Thanks!..

By Deleted A

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Dec 9, 2021

Excellent

By Ami M

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Aug 17, 2020

Excellent

By vadivu n

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Jul 24, 2020

Excellent

By LISA T

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Aug 3, 2021

Regards

By Anis K S

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Aug 2, 2023

thanks

By Mira S

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Jun 13, 2022

Great

By Juo H C

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Jun 5, 2022

good

By Mohit S

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Oct 22, 2024

Good

By kanumuri k

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Aug 19, 2023

good

By Bhavin M

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Jan 23, 2022

good

By Ramalakshmi U

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Aug 8, 2020

Good

By neizle a

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Sep 11, 2022

4

By Hannah S

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Apr 17, 2023

This course would be ideal for someone who has no knowledge of brand management. As someone who has a basic understanding of the various concepts, it wasn't hugely beneficial. The course materials was good and the lecturer himself was fantastic - excellent communicator and engaging. The quizzes were incredibly frustrating as they weren't so much testing your knowledge rather trying to catch you out with trick questions. They were quite poorly worded which meant that they could be open to interpretation. My husband who has studied at top universities (Oxford University etc.) even made a point of this. Also the written assignments were repetitive. They were somewhat similar week to week. Whilst i did know a lot before going into the course, i didn't know exact names of concepts so it was helpful in that respect. Only do this course if you are an absolute beginner to brand/business.

By Francesca G

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Nov 22, 2022

Course material was a transcription of the "free-flow" spoken words, with no structure. The downloads were in text-format, which is something that you can never, never use again if you want to learn or refresh. Half of the content has been given by self-marketing interviews, which in my opinion don't fit in a university course.

By Youssef A A

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Oct 18, 2022

The course is great in terms of the curicculum. But the peer grading quizzes, I see that it should be graded by professionals. Keep the peer grading but still add a 3rd professional to assess.

By sarah

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Nov 3, 2022

Course content was great! I found the writing/reflection assignments helpful in learning the content. The quizzes were useless for learning.

By Sarthak

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May 6, 2022

Loved the course. Interesting and insightful reads along with good guidance. However. some content was inaccessible. Please look into it.

By Antonietta A

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Apr 13, 2022

interesting course if you are at a beginner's level but not if you already have seniority

some of the links were expired

By Mubashshir A

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Feb 15, 2023

The course was very helpful specially the holistic approach helped me understand the concept very deeply.