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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
7,747 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 – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”...

Top reviews

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!

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.

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2301 - 2325 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By K.Anwesh P

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Apr 9, 2020

well explained

By Gitta Q

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Jun 22, 2018

Very Educative

By Angélica C

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Jul 28, 2025

Great course.

By Atul S

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Jun 13, 2025

Great course.

By Eugene D D D

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Feb 2, 2025

Very detailed

By Asawapat R

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Sep 23, 2024

Very nice one

By Sekgwane

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Aug 28, 2024

Great course!

By 贺新

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Nov 4, 2022

Great course!

By Rasaq M M

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Sep 22, 2022

good course.

By Douglas C

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Feb 7, 2022

Great course!

By Anna Y

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Jul 29, 2021

Best course !

By Gurmehar S

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Jun 4, 2021

Great Course!

By Nina Z

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May 31, 2021

Great course

By Omarelys V

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Mar 11, 2021

the best MOOC

By Cani M

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Dec 6, 2020

Great course!

By MUHAMMAD F H

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Nov 20, 2020

Great course

By Anju P

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Jun 17, 2020

great insight

By Naomi V L

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May 29, 2020

Great course!

By Nazmul A J

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May 19, 2020

Alhamdulillah

By Marta B

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Apr 26, 2020

Really great!

By claudia m

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Mar 26, 2020

GREAT COURSE?

By Marco P

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Oct 22, 2024

Great course

By Khalid A

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Sep 27, 2024

Great course

By lavasko h

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Apr 19, 2024

great course

By MANORANJAN P

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Jul 10, 2023

Great Course