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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
7,714 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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2751 - 2764 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Kajol N

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Jul 16, 2021

The content was not upto the mark !

By Nikhil P

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Jul 2, 2021

well proud feeling after completion

By Roya A S

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Jul 13, 2023

It was boring and hard to finish.

By Xueying L

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Oct 19, 2021

i want to unroll

By Abhishek S

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Nov 18, 2024

Not Helpful

By Shanza S

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Jul 19, 2023

just ok

By MOHAMED I

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Apr 30, 2022

.

By Nirmiti P

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Sep 18, 2024

The Course is beautiful but I received the certificate which is not formatted well. And I am not able to get any help for it

By SHARON J H D

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Feb 24, 2025

ESO DE ESPERAR A QUE NOS DEN UNA CALIFICACION NOS HACE PERDER TIEMPO PARA OBTENER CERTIFICADO

By Abhishek D P

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Jun 8, 2020

Good

By Maike L F

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Mar 15, 2022

莽濒

By Muhammad M A M A H S

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Sep 5, 2025

IE business school's Marketing course IMC is far better than this.

By Luis Q R

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Oct 29, 2024

No me deja descargar el certificado

By Dev S

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Jan 2, 2025

Good