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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
7,747 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

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!

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.

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1876 - 1900 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By laura D l C

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Aug 5, 2025

Brand Management muy interesante tema ,

By 064 鈥� U Z

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Oct 4, 2024

Really loves the Mooc, professor Nader.

By Benedicta A

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Oct 6, 2023

It such a great online learning journey

By Aline B

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Nov 1, 2022

I've learned so much with this course!

By Hajar O s

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Jun 6, 2022

one of the most phenomenal best courses

By Terry L

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May 3, 2022

It is really good and very recommended!

By 陌rem

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Jan 14, 2022

Thanks a lot for this inspiring course!

By Pranesh P

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Aug 9, 2021

Very Useful course. HIghly recommended.

By Jennifer N

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Jul 28, 2021

Loved this course! awesome delivery too

By Kanwar P

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Jan 26, 2021

Had a great time finishing this

Course

By Kah X L

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Jan 11, 2021

Very informative. Thank you, Professor.

By Ubaldo B R

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Oct 20, 2020

Amazing, more courses like this please!

By Anilesh R

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Sep 5, 2020

Very good content and immensely helpful

By shubham m

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Aug 29, 2020

Must course for a marketing enthusiast.

By Divyanshu S

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Aug 10, 2020

very informative and interesting course

By Raj R

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May 7, 2020

Great depth and insight in this course.

By Sajid A

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Apr 15, 2019

Give interesting knowledge in each step

By Thu H N

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May 3, 2025

I'm so happy about the detailed course

By Diego d c

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Feb 6, 2023

Teached me more than my masters degree

By Matt A

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Mar 9, 2022

So good, very informative and indepth.

By Lewi

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Feb 1, 2022

Thank you very much for this greatness

By Amar Z

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Aug 12, 2021

A lot of case studies! Worth the time!

By 3RD E S

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Jan 28, 2021

Great professor. Great course content.

By ALAN C B

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Sep 7, 2020

One of the best course I did. loved it

By Kaushiki S

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Sep 4, 2020

really interesting informative course!