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

4.9
stars
7,381 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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1251 - 1275 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Karen P E T

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Apr 26, 2020

Muy buen curso, aprendí cosas que son aplicables y que me ayudarán en el manejo de marca

By Rodolphe N

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Mar 9, 2022

Excellent MOOC, LBS should provide more of these to enable marketers stay 'up to date'

By Giovanna S

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Nov 16, 2021

Thank you Nader for delivering a truly informative and enjoyable course. All the best.

By Malvika C

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Dec 18, 2020

It's a great course. enjoyed the assignments and the lectures. thankyou Nader Tavassoli

By Enakshi D

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Aug 24, 2020

Extremely knowledgeable and effective learnings. It was indeed a pleasant experience :)

By Rekha A

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Jun 21, 2020

Great to be a part of this course. All concepts well explained with case studies. Great

By phyo p

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Sep 20, 2022

It's a wonderful course which thaught me various topics concerning with the branding.

By MD A R A

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Feb 21, 2022

Best Course for understanding Brand Management. Definitely worth the time spent on it.

By Hrymaila A

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Feb 21, 2022

It was excellent course! Thank you for such opportunity to get new modern knowledches.

By Punyashloka P

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Sep 15, 2021

One of the Finest Courses. Special thanks to instructor Prof Nader.

Regards.

Punyashloka

By Jaison J

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May 23, 2021

One of the best courses I have done. I absolutely loved it and recommend it.

Thank you.

By Kinir G

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Apr 16, 2021

It was a good learning experience. The course concept was apt and it was very helpful.

By Claudia G

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Feb 7, 2021

It was great! Everything I learned in this course will helping me growth in my career.

By Marcela M L F

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Aug 26, 2020

I loved the program content, excellent professor, and great examples while explaining!

By Sera A

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Jul 10, 2020

It was a great experience to learn about "brand management". It was really thoughtful.

By Prachi g

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Jul 6, 2020

I really like this course and this course provides me a good knowledge about the brand

By Michael N

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Aug 16, 2023

great insight on business branding, it was quite a learning experience. thank you!...

By Man C

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Jul 23, 2022

Knowledgable and understandable course .... it wa sa great learning.... thanks Mentor

By ömer ç

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Mar 29, 2022

The course was very nice. I would like to thank our valuable teacher for his efforts.

By Adrian D

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Dec 27, 2021

Enjoyed the course very much. well presented and gained much insight. thank you Nader

By hillary k

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Nov 13, 2021

Amazing lecture with very detailed and good examples. This is a course worth taking!!

By Bhargavi R

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Jun 4, 2021

this course improved my insight on how i view business. it gave me a new perspective

By Nazgol M

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Apr 11, 2021

the exceptional course which I strongly advice managers in any department to take it.

By Jason H

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Apr 2, 2021

Branding well explained with the key concepts and tools to manage branding as a whole

By fcastilloch

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Mar 1, 2021

This was a very interesting journey, the professor and the interviews were top-notch!