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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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1251 - 1275 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Fikir B

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May 17, 2020

It is an eye opening course am not gonna see business the same again,very helpful thank you

By Prateek G

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Jan 5, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

By Greer J

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May 26, 2024

It was a great course. Mixture of theory, practical, and interviews of real life examples.

By Stephanie A G

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Jan 24, 2024

Better than I imagined it'd be! Dr. Nader Tavassoli is clear and concise, and lots of fun!

By Kavin R

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Oct 4, 2022

Exceptional course, now i know basic fundamentals of a brand and how to improve its image.

By Paola

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Oct 4, 2022

increible experiencia, curso muy completo !! entrega un nivel muy alto de conocimientos

By Vaishnavi V

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Mar 9, 2022

I have learned lots about brand management . It will very useful for my career devlopment.

By Jiexi H

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Oct 21, 2021

Great MOOC equipped with plenty of marketing strategy examples. Would recommend to anyone

By Annisa O

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Sep 27, 2021

really nice insight and such an honoured to have this course lead by Prof. Nader Tavassoli

By Lazarr J

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May 12, 2021

Great teacher, makes me want to enroll in the university of London for a marketing degree.

By Juliana I C

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Oct 7, 2020

Really useful course, I learned a lot and I will apply all of my new knowledge in my work.

By Usama K

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Jul 28, 2020

Extremely informative and effectively engaging. The instructor explains things splendidly!

By Cesar M A

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May 22, 2020

This course has changed positively my marketing philosophy. Thank you, professor Tavassoli

By Deepanjali k

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Apr 30, 2020

Great course if you are eager to learn about brands. Great examples throughout the course.

By fernanda

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Apr 6, 2020

Loved it, he made everything so very clear, fun and interesting, i really recommend it. <3

By Anirruudh

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Mar 13, 2025

Thank you for this wonderful opportunity to learn from the best. I am eternally grateful.

By Arabs S

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Apr 22, 2022

Brilliant and wonderful! provided a very insightful journey about branding as a business!

By Sabina B

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Dec 27, 2021

The concepts shared by Mr. Nader were relevant to the course and the interviews were apt!

By John L

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Aug 24, 2021

great course! Shorter videos with more frequent quizes and or case studies would be nice

By J A

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Sep 7, 2020

This is an excellent MOOC to study, its very well explained by Professor Nader Tavassoli.

By Mariana D

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Sep 2, 2020

A g茅r芒t course that guides you through the quintessential parts of branding and business.

By Wai-Ling L

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Aug 1, 2020

Great course on how strong leadership can elevate a brand by aligning people and purpose.

By Parijat S

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Jun 6, 2020

Exceptional lectures and interviews. I am definitely joining London Business School soon.

By Nadine L W

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Oct 9, 2019

An excellent course looking at Branding holistically and providing best practice examples

By Divine C O

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Jun 19, 2022

It was Incisive and Expository. Challenging also by means of the peer-graded assignments