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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 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

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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2351 - 2375 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mohammed A B S

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Sep 16, 2023

nice course

By Anh b T

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May 12, 2023

Nice course

By resat b

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Mar 8, 2023

Good work !

By Gautam B

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Feb 25, 2023

Good course

By Mbali N

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Jan 31, 2023

exceptional

By Russel

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Nov 28, 2022

Excellent!!

By SAMET M

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Nov 2, 2022

veryyy good

By Rahul b

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Sep 22, 2022

Insightful

By Ng芒n N K

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Aug 7, 2022

good course

By Mili G

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Jul 14, 2022

nice course

By LAKSHMI S B

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Jul 2, 2022

exexcellent

By Ahmed m M

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Jun 23, 2022

Its Helpful

By Richard O

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May 5, 2022

EXCEPTIONAL

By liao

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Apr 20, 2022

good lesson

By Kendreana K

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Feb 3, 2022

good course

By RIN -

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Jan 29, 2022

INTERESTING

By Long V

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Oct 24, 2021

Good Course

By Budi S

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Sep 5, 2021

Recommended

By Tri W P

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Apr 21, 2021

good course

By Marta J

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Mar 29, 2021

Excellent !

By Claudio I C L

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Feb 25, 2021

Buenisimo!!

By Ruturaj S S

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Jan 25, 2021

Nice Course

By Bintang P

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Dec 1, 2020

Good course

By Agnieszka N

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Nov 30, 2020

Great MOOC!

By lerato m

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Sep 29, 2020

exceptional