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Learner Reviews & Feedback for Brand Management: Aligning Business, Brand and Behaviour by University of London

4.9
stars
7,378 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

Oct 22, 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.

MS

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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926 - 950 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Jeff N

Oct 21, 2022

I learned a lot on this course highly recommended thanks to cousera and to school who shared this kind of idea more power.

By S A H

Mar 2, 2021

I have enjoyed the course very much through the in depth knowledge and valuable recourse shared by Prof. Tacassoli. Inspiring

By Tshilomba l

Feb 10, 2021

With today business world, this MOCC will give more confident to those attending it.

The class enhance my marketing knowledge.

By Gunjan S

Sep 14, 2020

Am excellent course. It was very informative and a great learning experience. Looking forward to more learning opportunities.

By kavit k

Jun 20, 2020

Great course and wonderful trainer.Heartiest thanks for opportunity to learn. Going to be much beneficial in my future tasks.

By Claudia R

May 26, 2020

An amazing course, very well explained. I will definitely take another course of the school's program or the teaches as well.

By Khan M

Sep 10, 2022

Good Course for understanding the concepts in Branding, Business and Behaviour. Very lucid and lots of industry interviews.

By Madhulika D

Oct 19, 2020

It is a great course, especially for management students, but also otherwise. The concept of branding explained really well.

By Diana P

Sep 13, 2020

Absolutely stunning way of teaching of Mr. Tavassoli, great examples, fun to watch and really useful and insightful content.

By Allen H

Jul 24, 2020

This is one the best course if you want to know how the brand relates to the business and the behaviour of its stakeholders.

By Cristo N

May 30, 2020

This is an excellent course that will help you understand that a brand is a whole entity, I loved it. Greetings from México!

By Tanya S

May 2, 2020

Amazing Course. Gained a great deal of learning through this. If you are in the field of marketing this course is a must-do.

By Ingrid N A A

Apr 17, 2020

Really good course, the professor explains very well the concepts, he goes very deep inside each one. I highly recommend it!

By Siddesh K I

Oct 22, 2019

One of the very best to actually understand how brands must be perceived and handled in the modern-day business environment!

By André B

Jul 10, 2019

Nader makes a fantastic job explain everything in a very smart and easy to understand way. Loved every minute of it, thanks!

By Antonio P A

Jan 17, 2019

Excellent course! Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

By Butaeva D R

Dec 11, 2022

The course is very interesting, but for people who gonna learn with russian subtitles be attentive, its not always correct.

By Amir I

Nov 24, 2022

Amazing! Love the content of the lecturer. Very well communicated and transfered into a highly benefiting learning process!

By Juan L

Mar 29, 2021

Excellent. Clear, great insights and efficient for everyone who wants to understand, manage and create brands and business.

By Farid A

Feb 16, 2021

Amazing comprehensive course; the only suggestion is to make available for download all the slides separately as one batch.

By JIN S

Sep 24, 2020

I benefited a lot from this course, the delivered conted is very clear and logical, a fantastic course, highly recommended.

By Paula B P

Jul 11, 2019

It was a really easy going course. The approach was very well developed and I applied a lot of concepts to my own business.

By Michael P

Nov 11, 2018

A fantastic all-round brand strategy course that will serve you well in your lifelong business journey. LBS rocks this one!

By ADEOLA A

Aug 29, 2021

Great course, the delivery was apt and the various interview sessions further explained the concepts taught. Well done sir

By LEAL M M C

May 19, 2021

very good content and the professor shared very useful knowledge about the importance of brand, and behaviour of a company