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

4.9
stars
7,747 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 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.

SK

Sep 21, 2021

It was outstanding, as an Iranian, I have been fully satisfied with Mr. Tavassoli's great expertise in his field, I have learned a lot and may the best happens to all those who passed the course!

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2751 - 2771 of 2,771 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mubashshir A

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Feb 15, 2023

The course was very helpful specially the holistic approach helped me understand the concept very deeply.

By Kate P

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Sep 15, 2019

Really weird structure of the week 1, do not want to continue this course :(

By Chirag S

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Feb 2, 2022

Good course to learn and understand the basics of brand management.

By SRINIVAS, K R

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Nov 3, 2020

only problem is it is difficult getting peers to review your work

By Kago M

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May 11, 2021

helped me learn and experience a different perspective.

By Milena K

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Oct 1, 2022

Gives you knowledge of the brand management world

By Fahima S

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Sep 9, 2020

I think this course was quite lengthy.

By ER L

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Jan 3, 2021

well constructed and presented course

By Kajol N

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Jul 15, 2021

The content was not upto the mark !

By Nikhil P

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Jul 2, 2021

well proud feeling after completion

By Roya A S

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Jul 13, 2023

It was boring and hard to finish.

By Xueying L

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Oct 18, 2021

i want to unroll

By Abhishek S

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Nov 17, 2024

Not Helpful

By Shanza S

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Jul 19, 2023

just ok

By MOHAMED I

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Apr 29, 2022

.

By Nirmiti P

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Sep 18, 2024

The Course is beautiful but I received the certificate which is not formatted well. And I am not able to get any help for it

By SHARON J H D

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Feb 23, 2025

ESO DE ESPERAR A QUE NOS DEN UNA CALIFICACION NOS HACE PERDER TIEMPO PARA OBTENER CERTIFICADO

By Abhishek D P

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Jun 7, 2020

Good

By Maike L F

•

Mar 14, 2022

çl

By Zachary N

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Oct 18, 2025

Horribly put together. On one quiz literally kept getting failed for the same 2 questions. Even tho by the end I just treated it as a troubleshooting exercise. There was no right answers for those 2 questions. Even reviewed the content 2 additional times to ensure I hadn't misunderstood something. Was taking this as primer to base knowledge to having an opposing course to my technicals. But felt it contributed little more than inconvenience, frustration, and frankly a waste of time.

By Dev S

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Jan 2, 2025

Good