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

4.9
stars
7,129 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

SS

Apr 19, 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

MS

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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2551 - 2575 of 2,598 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By FABIOLA S

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Mar 21, 2021

Davvero ottimo !

By luis g

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May 29, 2024

Love it! thanks

By Emmanuel N

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Nov 9, 2022

very satisfying

By Sajith R C

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May 24, 2020

Good Course .

By K I P

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May 3, 2020

Very good one.

By Syed U A

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Apr 19, 2021

great course

By NGUYỄN X T

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Apr 14, 2024

GOOD COURSE

By Vaishali m

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Jun 22, 2021

Nice course

By Hussein I

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Sep 7, 2022

،thank you

By Israel M

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Mar 29, 2022

educative

By Pankaj B

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Jul 6, 2020

Excellent.

By fiza m

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Aug 10, 2022

satisfied

By Pratap S S

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Aug 9, 2022

Thanks!..

By Deleted A

•

Dec 8, 2021

Excellent

By Ami M

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Aug 17, 2020

Excellent

By vadivu n

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Jul 24, 2020

Excellent

By LISA T

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Aug 3, 2021

Regards

By Anis K S

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Aug 1, 2023

thanks

By Mira S

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Jun 12, 2022

Great

By Juo H C

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Jun 5, 2022

good

By kanumuri k

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Aug 19, 2023

good

By Bhavin M

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Jan 23, 2022

good

By Ramalakshmi U

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Aug 8, 2020

Good

By neizle a

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Sep 11, 2022

4

By Hannah S

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Apr 17, 2023

This course would be ideal for someone who has no knowledge of brand management. As someone who has a basic understanding of the various concepts, it wasn't hugely beneficial. The course materials was good and the lecturer himself was fantastic - excellent communicator and engaging. The quizzes were incredibly frustrating as they weren't so much testing your knowledge rather trying to catch you out with trick questions. They were quite poorly worded which meant that they could be open to interpretation. My husband who has studied at top universities (Oxford University etc.) even made a point of this. Also the written assignments were repetitive. They were somewhat similar week to week. Whilst i did know a lot before going into the course, i didn't know exact names of concepts so it was helpful in that respect. Only do this course if you are an absolute beginner to brand/business.