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

4.9
stars
7,791 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 23, 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 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.

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2026 - 2050 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By PATEL H M

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Jul 14, 2020

Nice course very knowledgeable

By FARHAN B

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Jun 5, 2020

Overall it was a great course.

By Mukesh K

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May 12, 2020

This course is part of my life

By Guillermo C

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Dec 31, 2024

Muy dinámico y bien explicado

By Eleonor A

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Jun 12, 2024

Interesting, and motivational

By Nick S

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Jul 1, 2022

Very informative and helpful!

By Trisia A P

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Mar 15, 2022

Very insightful and engaging!

By Iin M

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Jan 8, 2022

im glad to having this course

By Danique D

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Mar 16, 2021

Great course, very insightful

By George

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Jan 25, 2021

Great Teacher! Learned alot!

By CHIRAG

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Oct 4, 2020

VERY INFORMATIVE & FUN DOING.

By Nazrin A

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Sep 21, 2020

VERY THANKFUL TO THIS COURSE!

By Suvankar D G

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Aug 3, 2020

This course is outstanding...

By Priyanjali M

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Jul 8, 2020

it was very helpful learning.

By Abhishek R

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Jun 9, 2020

Thank you Mr Nader Tavassoli.

By PAAVAN P

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May 18, 2020

Professor Nader is super fun.

By Matthew C

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Apr 20, 2020

Great well thought out course

By Htet A K

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Mar 28, 2018

Great teaching and assignment

By Renata P

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Nov 10, 2022

Fantastic! A great learning!

By pim d l

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Jun 3, 2022

very intresting and helpfull

By Giulia Q C

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May 3, 2021

Really good course. Love it.

By MUHAMMAD Y N

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Dec 23, 2020

this subject definitely nice

By Phoebe T

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Jul 15, 2020

Great and insightful course!

By Teena R

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Jun 25, 2020

I really enjoy this course .

By Essien T

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Jun 16, 2020

GREAT COURSE, GREAT LECTURER