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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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2376 - 2400 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Agnieszka N

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Nov 30, 2020

Great MOOC!

By lerato m

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Sep 29, 2020

exceptional

By Samriddha G

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Jul 26, 2020

Excellent !

By Sathurshini Y

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Jul 4, 2020

Very useful

By Nishchay R

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Jun 27, 2020

Really good

By Sudarshanam H

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May 15, 2020

Good course

By shivam M

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Apr 24, 2020

Loved it!!!

By Hamad M S A N

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Apr 23, 2020

Good course

By Irene Z

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Mar 15, 2020

Insightful!

By Ashish B

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Jun 18, 2018

nicely done

By Dobromir D

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Mar 28, 2018

Eye-opener!

By Gabriel O

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Apr 23, 2025

Excelente!

By Ana G

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Oct 10, 2024

Gran curso

By Buğra Y

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Sep 1, 2024

Beneficial

By Mahmoud M S Q

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Mar 28, 2022

OOD COURSE

By pujan k v

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Feb 22, 2022

Must learn

By Ramunė M

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Jan 31, 2022

Thank You!

By Nour N

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Nov 3, 2021

very good

By sebastian

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Jun 28, 2021

MUy bueno

By MARCELO R

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May 11, 2021

Excellent!

By Sandra S

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Mar 2, 2021

great info

By MERTHANAKGUMUS

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Jan 4, 2021

thank you.

By Kusuma V P

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Nov 23, 2020

Thank yyou

By swarnalakshmi

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Aug 23, 2020

Productive

By José A G O

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Aug 22, 2020

Excellent!