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
7,839 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

RA

Aug 25, 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.

EH

Jun 15, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

Filter by:

2476 - 2500 of 2,797 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Deleted A

•

Sep 23, 2020

awesome

By ankita v

•

Sep 16, 2020

awesome

By Fahim F S

•

Sep 1, 2020

Awesome

By Gautam G

•

Jun 24, 2020

amazing

By Crony C

•

May 4, 2020

Awesome

By Edwin I

•

Jun 18, 2019

Perfect

By Sameh E A A M

•

May 15, 2025

v.good

By Mackenson P

•

Mar 20, 2024

Great!

By PRAJWAL S N

•

Apr 21, 2022

SUPERB

By Nikolaos P

•

Jan 13, 2021

Great!

By Alifathunnisa R

•

Nov 4, 2020

Awsome

By Mattias E

•

May 15, 2020

GREAT!

By Nhật M N

•

Feb 12, 2026

Goood

By Hamed K

•

Jul 21, 2024

great

By ale p p

•

Feb 10, 2023

grate

By Kaveh T

•

Dec 27, 2022

great

By Nitish S

•

Oct 3, 2022

Good

By Siddhant J

•

May 17, 2022

....

By Daniel G (

•

Mar 29, 2022

EPIC!

By Fristi A M

•

Feb 15, 2022

great

By Tayut T

•

Dec 28, 2021

Great

By Andrea F

•

Sep 26, 2021

Top!

By 赵淮

•

Sep 16, 2021

great

By fatemeh j

•

Aug 23, 2021

great

By Andrés S

•

Jun 19, 2021

Great