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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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2201 - 2225 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Luciana C G

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Sep 21, 2020

excelent content!

By Kavish W

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Sep 11, 2020

great explanation

By Divya G

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Aug 8, 2020

really insightful

By Emil D

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Aug 5, 2020

Highly insightful

By Barton l M

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May 7, 2020

Excellant Course,

By 袣谢懈屑芯胁懈褔 袗 小

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Apr 29, 2020

Highly recommend!

By XAVIER B R

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Apr 8, 2020

Really usefull !!

By Nuhro D A

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Aug 1, 2019

Phenomenal course

By Hasan A H

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Feb 5, 2025

Amazing learning

By KHAN'S W

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Dec 1, 2024

Great experience

By Sameeksha S

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Aug 14, 2023

excellent course

By nancy k

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Jul 14, 2023

great experience

By Samira V

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Mar 8, 2023

The best ever!!!

By Al S

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Mar 1, 2023

Excellent course

By Hafiz M U

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Aug 24, 2022

Very Informative

By Mohd. A A

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Jun 7, 2022

Great Experience

By Anandini T

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Jun 2, 2022

very informative

By Naggenda D

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Feb 2, 2022

Very informative

By Shivam S

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Jan 4, 2022

excellent course

By ABEYKOONLAGE W E L R

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Mar 22, 2021

Excellent course

By Zoha F

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Feb 15, 2021

Excellent course

By Maram A

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Jan 12, 2021

Amazing course!!

By Evander N

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Dec 11, 2020

Nice leant a lot

By Naska B S

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Nov 12, 2020

Great Experience

By Prashik P

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Oct 26, 2020

so much to learn