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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.

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2401 - 2425 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Caroline S

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Aug 17, 2020

Brilliant!

By SOUVIK B

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Jul 25, 2020

very nice.

By Devkant K

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Jun 23, 2020

Excellent.

By Frederico A S J

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Jun 1, 2020

I loved It

By Abdelrahman F

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Apr 8, 2019

Great work

By Jérôme C

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Feb 11, 2019

Worth it !

By Matteucci I

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Nov 11, 2025

excelente

By Humah N

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Aug 11, 2025

excellent

By Alicia C

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May 13, 2025

Increíble

By stevflex

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Nov 19, 2024

excelente

By Mohomed K

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Jul 19, 2024

Excellent

By Yumnam B

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Jan 7, 2024

Very good

By Subhabrata M

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Dec 28, 2022

excellent

By Hasnain A

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Nov 25, 2022

Excellent

By Maja K

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Oct 19, 2022

Amazing!

By NERISSA Q

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Aug 21, 2022

Big help!

By Hamed M

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Jul 3, 2022

Excellent

By DRJ 5

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Apr 26, 2022

VERY NICE

By Nidhi n

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Feb 1, 2022

Excellent

By A. B S

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Jan 18, 2022

excellent

By Lực T H

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Oct 3, 2021

Wonderful

By Adrian A

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Sep 29, 2021

Excellent

By Aarón R M

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Sep 10, 2021

Excellent

By Lehi B R

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Jun 30, 2021

Very good

By Mostafa A A M

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Jan 21, 2021

EXCELLENT