Chevron Left
Back to Brand Management: Aligning Business, Brand and Behaviour

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

4.9
stars
7,761 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

RA

Aug 24, 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.

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.

Filter by:

2476 - 2500 of 2,776 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Kaveh T

•

Dec 26, 2022

great

By Nitish S

•

Oct 2, 2022

Good

By Siddhant J

•

May 16, 2022

....

By Daniel G (

•

Mar 29, 2022

EPIC!

By Fristi A M

•

Feb 14, 2022

great

By Tayut T

•

Dec 27, 2021

Great

By Andrea F

•

Sep 25, 2021

Top!

By 赵淮

•

Sep 16, 2021

great

By fatemeh j

•

Aug 23, 2021

great

By Andrés S

•

Jun 18, 2021

Great

By Alfonso R

•

Apr 7, 2021

Great

By MUHAMMAD A F

•

Jan 2, 2021

nicee

By NURUL A

•

Dec 17, 2020

great

By Mitushi G

•

Dec 16, 2020

great

By Gabriele D

•

Sep 29, 2020

great

By Subhra C

•

Jul 25, 2020

Great

By RASEL A

•

May 17, 2020

Great

By Ville I V

•

Apr 6, 2020

Great

By Pratik D

•

Sep 22, 2019

great

By Usama S

•

Oct 13, 2018

g

r

e

a

t

By UDAY S

•

Apr 30, 2025

nice

By Aigerim M

•

Apr 20, 2025

Good

By ZHENGWEN

•

Apr 5, 2025

值得推荐

By Hoàng T T ( P H

•

Mar 25, 2025

GOOD

By Bảo T

•

Mar 2, 2025

good