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

4.9
stars
7,821 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.

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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2126 - 2150 of 2,789 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Racaentha A P A

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Dec 3, 2020

very clear explanation

By ARISTA D

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Nov 30, 2020

good cool, informative

By Tebogo P N

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Sep 16, 2020

it was a useful course

By Siphokuhle M

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Jul 21, 2020

Best course ever!!!!!!

By Fabio B R J

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May 11, 2020

Amazing point of view.

By Sanjay M

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Sep 13, 2025

All we need to know..

By Qhawe M

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Oct 14, 2023

Prof Nader was great!

By Ananya D

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Jun 5, 2023

Very well explained!!

By Awnish C

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Jan 10, 2023

The best one can get!

By Vama S

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Sep 13, 2022

It was enlightening.

By AHMET A T

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Nov 12, 2021

Just a word; PERFECT!

By Ashutosh R

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Jul 7, 2021

it was great to learn

By Oladimeg - L C

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May 9, 2021

This was really good.

By Ana B d l M

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Mar 12, 2021

So useful, thank you.

By Hải N

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Dec 12, 2020

Great! thanks so much

By Lucas B

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Nov 10, 2020

Y'all are the beasts!

By Urika R

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Oct 11, 2020

An insightful course!

By Rishav M

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Jul 21, 2020

Very efficient course

By Anushree g

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Jun 26, 2020

Its very good for us.

By Prabhat G

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Jun 7, 2020

This was awesome mooc

By Peter D

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Apr 23, 2024

I loved this course.

By Clara P C

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Jun 9, 2023

A very useful course

By Mohamed A

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Mar 1, 2023

Very valuable Course

By Zemtsov A

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Jan 7, 2023

Very sharp and clear

By Rhoda A

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Oct 31, 2022

Very well delivered.