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

4.9
stars
7,767 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.

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

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2326 - 2350 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By lavasko h

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Apr 19, 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 8, 2022

excexcellent

By Emilie L L A

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Oct 24, 2022

AMAZING !!!

By Nesrin F M

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Jun 18, 2022

Great crouse

By Evans K D

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Apr 10, 2022

Great course

By Hitanshree S

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Feb 15, 2022

Englitening

By Syed Z H

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Dec 14, 2021

best teacher

By Aakritee G

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Nov 3, 2021

Great Course

By Haripriya.R

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Sep 2, 2021

Great course

By Eduarda N Z

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Dec 23, 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

By Alcides I A G

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Nov 15, 2020

Great Course

By ABHISHEK K

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Sep 19, 2020

Great course

By Joel T S

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Sep 14, 2020

Great Course

By Jasmine S

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Aug 3, 2020

Great Course

By Salman K

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Jun 28, 2020

Great Course

By Sayeda R

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May 22, 2020

Nice course.

By RAMEEZ A K

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May 10, 2020

great course

By Prini D

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May 4, 2020

Great Course

By Ekaterina

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Apr 28, 2020

I recommend!

By Rudy G

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Apr 27, 2020

Great method

By Quiterie V

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Apr 3, 2020

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