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

3,962 ratings
1,553 reviews

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

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!

Oct 22, 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.

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901 - 925 of 1,547 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Yash B

Feb 4, 2021

Amazing MOOC, loads to learn. Great examples and the best interviews!


Dec 20, 2020

i so clear to learn this courses from the first till the end courses.


Aug 31, 2020

I have learned so many things! Every concept is explained thoroughly.

By Evandro P

Jul 2, 2020

Curso excepcional, muito além das expectativas para quem já é daárea.

By norberto m v g

May 26, 2020

Un curso muy bueno , muy capacitado el instructor y excelentes clases

By Danut F

Apr 22, 2018

A great opportunity to discover another face of the brand management.

By Andrés F C F

Jan 18, 2021

Great experience. Magnificent way to communicate concepts. Thank you

By Catarina I M F

Dec 3, 2020

Great course, I really liked it. Has incredible topics and examples.


May 25, 2020

Great course for any one wanting to learn how great brands are made.

By Ravi K

May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

By Jacqueline C

Jan 29, 2019

For marketing people, this is a great course to change your mindset!

By Ketaki B

Jan 18, 2021

Provides a modern approach to traditional brand management notions.

By onah d

Jan 9, 2021

Truly informative and empowering... Made me a better brand manager.

By Paras S T

Jul 12, 2020

I learned a lot from this course and it change my view for branding

By Nikhila R R

Jun 25, 2020

Great content and wonderful explanation by Prof. Worth every penny.

By Vidhi S

Oct 23, 2020

Great, learn new things... get knowledge about brand management...

By Sai K A S R V

Aug 17, 2020

Detailed explanation and deep analysis on overall brand management

By Roberto S B T

Aug 12, 2020

Es un gran curso con muchas enseñanzas que uno no piensa del todo.

By Suwapat A

Apr 24, 2020

It’s very clear instruction and example for each step of learning.

By Muhammad U

Jan 3, 2021

it is a good course and instructor's way of teaching is excellent

By Maria C F F S

Dec 23, 2020

Really great course and amazing teacher. Definitely recommend it!

By Carinna C Q

Oct 16, 2020

Professor Nader Tavassoli is brilliant! This course is fantastic!

By Ahana G

Jun 7, 2020

An absolutely amazing professor! Had a great learning experience.

By Amol R

May 19, 2020

Excellent course for Branding Professionals and Business Leaders.