Chevron Left
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
7,767 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

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

RA

Aug 24, 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.

Filter by:

2501 - 2525 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Bảo T

•

Mar 2, 2025

good

By TILAKSING S R

•

Jan 25, 2025

nice

By Trisha S

•

Dec 5, 2024

Good

By Shaquanne J

•

Oct 20, 2024

good

By Hussein N

•

Oct 14, 2024

رائع

By Funny W

•

Jun 5, 2023

GOOD

By Innozone I

•

Mar 24, 2023

Well

By Alpesh R

•

Nov 8, 2022

good

By Iselowo D

•

Oct 24, 2022

Hist

By Abdul F

•

Aug 8, 2022

Good

By Flora E

•

Aug 5, 2022

good

By sheikh M H

•

Jun 19, 2022

good

By Morziul H

•

Apr 21, 2022

good

By SAIRA H B Z

•

Apr 17, 2022

good

By Y B

•

Apr 7, 2022

Good

By Zoheb S

•

Feb 28, 2022

good

By Jung M

•

Feb 9, 2022

GOOD

By Wahdania I

•

Dec 22, 2021

Best

By MUHAMMET Ç A

•

Nov 19, 2021

good

By RÜZGAR Ç

•

Nov 10, 2021

best

By Ngọc K

•

Jul 2, 2021

good

By Nikita S

•

Jul 1, 2021

good

By Sushant J

•

Jun 19, 2021

good

By Umang L

•

Jun 3, 2021

GOOD

By Hardik M

•

Mar 13, 2021

Good