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

4.9
stars
7,829 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

GT

Jun 8, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

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.

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1976 - 2000 of 2,793 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Stefanie S

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May 17, 2020

Such a good and meaningful course!

By Emre S

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May 16, 2020

Great value for money and content!

By Arnold S M

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Apr 20, 2020

Got good insight from this course.

By Jyot K

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Oct 4, 2024

Great leaning with great examples

By Irina F

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Sep 12, 2022

great course, thank you so much!

By oloo o

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Jun 18, 2022

best insights on brand management

By Tanishka D

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May 19, 2022

amazing course!! Very insightful

By Bibi F

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Aug 11, 2021

highly recommend this course.....

By Joy P

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Aug 9, 2021

This course was very informative.

By YENI L S

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Dec 21, 2020

this course give me new knowledge

By M S

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Oct 10, 2020

Great teacher and course material

By Shreya P

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Sep 21, 2020

Excellent. Teaching was too good.

By ayu a

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Aug 28, 2020

Very useful and great explanation

By DUKE U

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Jul 27, 2020

Love the course. Great job, Kudos

By Jerin T

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Jul 18, 2020

Well explained and well designed.

By Sanuj G

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May 19, 2020

Great course, Got to learn a lot.

By Maria C M M

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May 12, 2020

Thank you for the great learning.

By Nigorakhon S

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May 3, 2020

Very interesting and entertaining

By Jenny E

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Apr 18, 2020

Great and very interesting course

By Svitlana K

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Mar 3, 2020

great course , amazing insights !

By Dorcas N

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Nov 23, 2024

It was worth every minute spent.

By Valen J

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Feb 20, 2024

it is everything brand and more!

By Abijah L

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Aug 15, 2023

Informative and inspirational!!!

By Yugal S

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Apr 24, 2023

Great experience in this course.

By SHUBHAM M

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Aug 30, 2022

Exceptionally Outstanding course