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

4.9
stars
7,830 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.

HS

Apr 3, 2020

Very Interesting and fun course and great explanation by the instructor. Just the interview videos were a bit too many and too long which could be reduced.Overall had a great time doing this course.

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By Fahim F S

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Sep 1, 2020

Awesome

By Gautam G

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Jun 24, 2020

amazing

By Crony C

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May 4, 2020

Awesome

By Edwin I

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Jun 18, 2019

Perfect

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May 15, 2025

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Mar 20, 2024

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Apr 21, 2022

SUPERB

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Jan 13, 2021

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Nov 4, 2020

Awsome

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May 15, 2020

GREAT!

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Feb 12, 2026

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Feb 10, 2023

grate

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Dec 27, 2022

great

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Oct 3, 2022

Good

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May 17, 2022

....

By Daniel G (

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Mar 29, 2022

EPIC!

By Fristi A M

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Feb 15, 2022

great

By Tayut T

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Dec 28, 2021

Great

By Andrea F

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Sep 26, 2021

Top!

By 赵淮

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Sep 16, 2021

great

By fatemeh j

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Aug 23, 2021

great

By Andrés S

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Jun 19, 2021

Great

By Alfonso R

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Apr 8, 2021

Great

By MUHAMMAD A F

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Jan 2, 2021

nicee