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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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2376 - 2400 of 2,793 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Richard O

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May 4, 2022

EXCEPTIONAL

By liao

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Apr 20, 2022

good lesson

By Kendreana K

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Feb 3, 2022

good course

By RIN -

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Jan 29, 2022

INTERESTING

By Long V

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Oct 24, 2021

Good Course

By Budi S

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Sep 5, 2021

Recommended

By Tri W P

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Apr 21, 2021

good course

By Marta J

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Mar 28, 2021

Excellent !

By Claudio I C L

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Feb 24, 2021

Buenisimo!!

By Ruturaj S S

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Jan 24, 2021

Nice Course

By Bintang P

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Nov 30, 2020

Good course

By Agnieszka N

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Nov 29, 2020

Great MOOC!

By lerato m

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Sep 28, 2020

exceptional

By Samriddha G

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Jul 25, 2020

Excellent !

By Sathurshini Y

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Jul 3, 2020

Very useful

By Nishchay R

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Jun 26, 2020

Really good

By Sudarshanam H

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May 14, 2020

Good course

By shivam M

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Apr 23, 2020

Loved it!!!

By Hamad M S A N

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Apr 22, 2020

Good course

By Irene Z

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Mar 15, 2020

Insightful!

By Ashish B

•

Jun 18, 2018

nicely done

By Dobromir D

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Mar 27, 2018

Eye-opener!

By Gabriel O

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Apr 23, 2025

Excelente!

By Ana G

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Oct 9, 2024

Gran curso

By Buğra Y

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Aug 31, 2024

Beneficial