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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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2176 - 2200 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Fatima L A

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Dec 9, 2020

It's really useful

By Dharmendra K

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Nov 7, 2020

Awesome experience

By GOLOJU S

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Oct 15, 2020

informative course

By Catherine R M

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Aug 5, 2020

Excellent material

By MANI G

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Jul 12, 2020

This one is worth.

By VIDHYA P

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May 29, 2020

really good course

By Alby P

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May 14, 2020

Very good concepts

By Herv茅 M

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Jan 24, 2025

Very informative.

By Isaac O

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Aug 28, 2023

Fantastic course.

By Elettra P

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Jul 6, 2023

loved everything!

By MD F

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Apr 19, 2023

Great experience.

By Jinal S

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Feb 2, 2023

Excellent content

By Valeria F Q

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Nov 15, 2022

Excellent course.

By Rahman M

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Jul 19, 2022

Excellent course.

By Jonathan K

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Jun 27, 2022

great experience.

By Mairah C

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Feb 26, 2022

P E R F E C T!!!

By Chaw S T Z

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Jan 17, 2022

5 Star Course :-)

By jos茅 m z b

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Dec 7, 2021

Curso Excepcional

By ARUN M

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Oct 23, 2021

Very good course.

By Christine S

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Oct 22, 2021

really insightful

By Omar W E

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Jul 1, 2021

very informative

By Vishesh S

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May 2, 2021

Excellent course!

By Angelia W

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Jan 13, 2021

really insightful

By SALVATORI F

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Nov 19, 2020

new point of view

By Deleted A

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Oct 5, 2020

Excellent Course!