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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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1976 - 2000 of 2,723 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Balaji M

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Sep 29, 2020

Very well developed course plan

By Archana B

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Aug 10, 2020

Was very informative and useful

By Tushar B

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May 15, 2023

Concept and Clarity is awesome

By David M

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Nov 13, 2022

Quite informative and engaging

By Navdeep J

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Oct 28, 2022

Thank you Mr. Nader Tavassoli

By David M W

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Aug 3, 2022

Super clarity moocs, on point

By Chau P

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May 21, 2022

i have learned too much, thank

By Siddhant

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Feb 4, 2022

A must for aspiring marketers.

By Peng R

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Dec 30, 2021

Good style of speech. Love it.

By Mohammad O

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Sep 24, 2021

Well constructed and executed.

By SHIZHEN Z

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Mar 2, 2021

This module is really helpful!

By Chamod P

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Feb 2, 2021

Good explanation with examples

By nandini s

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Oct 1, 2020

GOOD KNOWLEDGE, FULL OF SKILLS

By Lucas M

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Sep 23, 2020

It was a wonderful experience.

By Massimiliano B

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Sep 7, 2020

Rapido e ben fatto! Consiglio!

By PATEL H M

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Jul 14, 2020

Nice course very knowledgeable

By FARHAN B

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Jun 5, 2020

Overall it was a great course.

By Mukesh K

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May 12, 2020

This course is part of my life

By Guillermo C

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Dec 31, 2024

Muy din谩mico y bien explicado

By Eleonor A

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Jun 12, 2024

Interesting, and motivational

By Nick S

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Jul 1, 2022

Very informative and helpful!

By Trisia A P

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Mar 15, 2022

Very insightful and engaging!

By Iin M

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Jan 8, 2022

im glad to having this course

By Danique D

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Mar 16, 2021

Great course, very insightful

By George

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Jan 25, 2021

Great Teacher! Learned alot!