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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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2276 - 2300 of 2,793 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By RAFAELA F R

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Dec 15, 2020

Excelente curso

By Leana M

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Nov 1, 2020

Very good MOOC!

By Magno P T

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Sep 12, 2020

Great course!!!

By Ankit Y

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Jul 11, 2020

Amazing course.

By Hamid A

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May 29, 2020

Excellent MOOC.

By Abhishek P

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May 9, 2020

Good Learning !

By Maja M

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Apr 24, 2020

Great overview!

By Vedant S T

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Apr 5, 2020

AMAZING COURSE!

By María J O C

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Mar 23, 2020

Great professor

By Christina K

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Dec 15, 2019

Very helpfull!!

By Yusuf C

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Dec 11, 2019

>>Great Course.

By Anneka D

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May 11, 2019

Amazing course!

By Tamilselvan G

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Apr 19, 2019

Awesome Content

By Lilian M

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Oct 14, 2018

Just excellent!

By Emmanuella O

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Apr 24, 2025

SIMPLY AMAZING

By NIDHISH-DM 2

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Dec 23, 2024

Great learning

By rita m

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Nov 25, 2024

good knowledge

By Ria A

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Feb 28, 2024

Great content.

By edgar o

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Nov 22, 2023

Just Excellent

By Deleted A

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Oct 15, 2022

Its Great!!!!

By Victoria H

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Aug 14, 2022

exceptional!!

By Shivani A

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Jul 4, 2022

Amazing course

By Stephanie L P

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Jun 17, 2022

great CX curse

By Amany B

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Nov 23, 2021

really amazing

By Alessandro C

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Sep 22, 2021

Mind opening !