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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

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

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.

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2076 - 2100 of 2,771 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By MUNEZERO H

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Jan 25, 2021

it was my best experience

By Pfarelo R

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Sep 30, 2020

Vvery informative course.

By Justine M

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Jul 27, 2020

Insightful and enjoyable!

By Charles T J

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May 15, 2020

excellent course with rel

By Muhmmad R N

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Dec 19, 2024

Thankyou Professor Nader

By Farxaan a m

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Jun 4, 2024

farxaan abdulahi mahamud

By Gizem D

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Aug 5, 2023

Thank you for everything

By Manoj J

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Jun 16, 2022

Good Learning Experience

By Thành K Đ

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Sep 15, 2021

Very interesting course.

By Lauryn L d S

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Apr 25, 2021

um curso muito bom mesmo

By omar f f

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Feb 16, 2021

it was very interesting.

By Abiyyu N

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Apr 8, 2020

it was super informative

By Felicia A

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Feb 15, 2025

This is really detailed

By Karl R

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Sep 20, 2024

Amazing! Learned a lot!

By Michael B

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Jun 10, 2024

Great course! Loved it.

By Alia A

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Feb 19, 2024

Thank you, Prof. Nader!

By Karina C M

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Jun 29, 2023

Thanks! a great course.

By Alla n

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Feb 2, 2023

Good course, thank you!

By Prathamesh B S

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Oct 31, 2022

Very insightful course.

By shiv g

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Aug 7, 2022

this course was amazing

By Hamza H

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Jul 16, 2022

very inormative course

By Sourav S

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Jul 14, 2021

very informative course

By Zhou Y

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Mar 5, 2021

It's very useful course

By Faiz H

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Oct 7, 2020

One of the best course!