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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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2126 - 2150 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Vishesh S

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May 2, 2021

Excellent course!

By Angelia W

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Jan 12, 2021

really insightful

By SALVATORI F

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Nov 19, 2020

new point of view

By Deleted A

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Oct 4, 2020

Excellent Course!

By Luciana C G

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Sep 20, 2020

excelent content!

By Kavish W

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Sep 11, 2020

great explanation

By Divya G

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Aug 8, 2020

really insightful

By Emil D

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Aug 5, 2020

Highly insightful

By Barton l M

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May 6, 2020

Excellant Course,

By Климович А С

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Apr 28, 2020

Highly recommend!

By XAVIER B R

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Apr 8, 2020

Really usefull !!

By Nuhro D A

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Jul 31, 2019

Phenomenal course

By Sameeksha S

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Aug 13, 2023

excellent course

By nancy k

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Jul 14, 2023

great experience

By Samira V

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Mar 7, 2023

The best ever!!!

By Al “

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Feb 28, 2023

Excellent course

By Hafiz M U

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Aug 23, 2022

Very Informative

By Mohd. A A

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Jun 7, 2022

Great Experience

By Anandini T

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Jun 2, 2022

very informative

By Naggenda D

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Feb 2, 2022

Very informative

By Shivam S

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Jan 4, 2022

excellent course

By ABEYKOONLAGE W E L R

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Mar 22, 2021

Excellent course

By Zoha F

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Feb 15, 2021

Excellent course

By Maram A

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Jan 11, 2021

Amazing course!!

By Evander N

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Dec 11, 2020

Nice leant a lot