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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
7,757 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

SK

Sep 22, 2021

It was outstanding, as an Iranian, I have been fully satisfied with Mr. Tavassoli's great expertise in his field, I have learned a lot and may the best happens to all those who passed the course!

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

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1576 - 1600 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Jonathan R

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Dec 27, 2023

Excellently presented with stimulating and thoughtful content

By Morris O E

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Dec 25, 2022

Very informative, easy to understand with practical examples.

By Nicole d S O

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Sep 11, 2021

Curso sensacional e professor incrivel, estou impressionada!

By Edward S

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Mar 2, 2021

隆Un curso excelente con mucho contenido de valor que aportar!

By 陌zel d

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Oct 1, 2020

Contents of videos were great! Thanks a lot Prof. Tavassoli !

By Anirudh R

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Aug 30, 2020

The course was very well focused and informative, enjoyed it!

By Dmitry

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Dec 2, 2019

Great Course! My deep respect and appreciation to the Author!

By Kamol C

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Jan 18, 2024

Excellent, very comprehensive and useful! Thank you so much.

By chrisfusary@hotmail.com

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May 11, 2023

so happy with the information and learning

from this course.

By catalina f s b

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Apr 29, 2022

I love it, was fun and super complete. I would do it again.

By Rafael M

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Jul 28, 2021

Amazing course and teacher... no more words to describe it.

By JOSE R G

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Oct 3, 2020

very good course with clear explanations and practical cases

By Ale R

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Sep 2, 2020

Very clear, extensive explanations with good business cases.

By CHAN R W K

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Sep 1, 2020

love the professor, with excellent examples and explanations

By Nailah F

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Jul 29, 2020

I highly recommend this course. Very interesting & engaging!

By Shuvam C

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Jul 8, 2020

Very informative, constructive enriching learning experience

By Sudarshan B

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Jun 4, 2020

excellent instructor.I want do more course under instructor.

By Zhirosh K

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Mar 31, 2020

Thank you, the course touched more aspects, than I expected!

By Rishabh S

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Feb 7, 2019

It was awesome, i wish it included some Analytics part also.

By Asif H

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Aug 28, 2024

The instructor was very clear & details about all concepts.

By Meta M

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Dec 30, 2022

learning knowledge that applicable and very related in real

By Jyoti S

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Nov 2, 2022

very interesting course for marketeers and business owners!

By Leonardo T

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Jun 18, 2022

great course! I learned a lot things and concepts! Thanks!

By Andrea M

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Feb 26, 2021

A brand new perspective, and a lot of interesting concepts.