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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
7,753 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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

CD

Nov 3, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

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2276 - 2300 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Tamilselvan G

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Apr 20, 2019

Awesome Content

By Lilian M

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Oct 15, 2018

Just excellent!

By Emmanuella O

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Apr 24, 2025

SIMPLY AMAZING

By NIDHISH-DM 2

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Dec 24, 2024

Great learning

By rita m

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Nov 26, 2024

good knowledge

By Ria A

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Feb 28, 2024

Great content.

By edgar o

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Nov 23, 2023

Just Excellent

By Debjit

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Oct 16, 2022

Its Great!!!!

By Victoria H

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Aug 15, 2022

exceptional!!

By Shivani A

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Jul 5, 2022

Amazing course

By Stephanie L P

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Jun 17, 2022

great CX curse

By Amany B

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Nov 23, 2021

really amazing

By Alessandro C

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Sep 22, 2021

Mind opening !

By Devendra S

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Jul 1, 2021

Great learning

By Gaurika N

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May 3, 2021

amazing course

By Omar R R E E

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Dec 12, 2020

Helpful Course

By Mohammad Z R

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Oct 31, 2020

Amazing course

By MOHIT D J

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Aug 29, 2020

Amazing Course

By Supriya P

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Aug 12, 2020

simply awesome

By Aayush R

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Jul 26, 2020

Well explained

By Hannah A B A

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Jun 29, 2020

Great teacher!

By Pranjal s

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Jun 26, 2020

AMAZING COURSE

By Steven G

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May 26, 2020

Great content.

By Ksenia K

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May 12, 2020

Very intesting

By Angad S

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May 6, 2020

Amazing course