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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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2326 - 2350 of 2,793 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Omarelys V

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Mar 11, 2021

the best MOOC

By Cani M

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Dec 6, 2020

Great course!

By MUHAMMAD F H

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Nov 19, 2020

Great course

By Anju P

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Jun 17, 2020

great insight

By Naomi V L

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May 29, 2020

Great course!

By Nazmul A J

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May 19, 2020

Alhamdulillah

By Marta B

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Apr 25, 2020

Really great!

By claudia m

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Mar 26, 2020

GREAT COURSE¡

By Victor M

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Mar 2, 2026

Great course

By Marco P

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Oct 21, 2024

Great course

By Khalid A

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Sep 26, 2024

Great course

By lavasko h

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Apr 18, 2024

great course

By MANORANJAN P

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Jul 10, 2023

Great Course

By Mohammad M

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May 5, 2023

It was great

By tsepo m

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Dec 7, 2022

excexcellent

By Emilie L L A

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Oct 24, 2022

AMAZING !!!

By Nesrin F M

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Jun 17, 2022

Great crouse

By Evans K D

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Apr 9, 2022

Great course

By Hitanshree S

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Feb 15, 2022

Englitening

By Syed Z H

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Dec 13, 2021

best teacher

By Aakritee G

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Nov 3, 2021

Great Course

By Haripriya.R

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Sep 1, 2021

Great course

By Eduarda N Z

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Dec 22, 2020

Sensacional!

By Wilfredo C P

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Dec 9, 2020

Very useful!

By JEAN P L

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Nov 26, 2020

Great course