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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
7,589 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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1926 - 1950 of 2,723 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By faezeh d

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Aug 30, 2022

I have enjoyed during this course.

By Patr铆cia C

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Jan 5, 2022

Good learning and great professor.

By V农 B H

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Dec 19, 2021

It is so good for beginner like me

By ANVE M E

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Nov 10, 2021

This course was very useful for me

By AFFONSO D

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May 26, 2021

Learned so much with that course!

By Vidushi A

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Aug 17, 2020

It was a great learning experience

By James S

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Jun 21, 2020

Outstanding course!!!!!!!!!!!!!!!1

By Avinash P

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Jun 9, 2020

Excellent course. Very insightful.

By Stefanie S

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May 18, 2020

Such a good and meaningful course!

By Emre S

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May 16, 2020

Great value for money and content!

By Arnold S M

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Apr 21, 2020

Got good insight from this course.

By Jyot K

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Oct 5, 2024

Great leaning with great examples

By Irina F

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Sep 12, 2022

great course, thank you so much!

By oloo o

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Jun 19, 2022

best insights on brand management

By Tanishka D

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May 19, 2022

amazing course!! Very insightful

By Bibi F

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Aug 11, 2021

highly recommend this course.....

By Joy P

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Aug 9, 2021

This course was very informative.

By YENI L S

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Dec 21, 2020

this course give me new knowledge

By M S

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Oct 11, 2020

Great teacher and course material

By Shreya P

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Sep 21, 2020

Excellent. Teaching was too good.

By ayu a

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Aug 29, 2020

Very useful and great explanation

By DUKE U

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Jul 27, 2020

Love the course. Great job, Kudos

By Jerin T

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Jul 18, 2020

Well explained and well designed.

By Sanuj G

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May 20, 2020

Great course, Got to learn a lot.