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

5,131 ratings
1,924 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!

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.\n\nVery insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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1601 - 1625 of 1,947 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Naggenda D

Jan 20, 2022

Very informative

By Shivam S

Jan 4, 2022

excellent course


Mar 22, 2021

Excellent course

By Zoha F

Feb 15, 2021

Excellent course

By Maram A

Jan 11, 2021

Amazing course!!

By Evander N

Dec 11, 2020

Nice leant a lot

By Naska B S

Nov 11, 2020

Great Experience

By Prashik P

Oct 25, 2020

so much to learn

By DharmiK S

Oct 5, 2020

Nice methodology

By Birajdar M M

Oct 2, 2020

Excellent course


Oct 1, 2020

impressive study

By Lakeram B

Sep 28, 2020

It was beautiful

By Elelwani L

Aug 18, 2020

very informative

By Alejandra A

Jul 17, 2020

Excellent course

By Ambika k

Jul 13, 2020

Very interesting

By Souryarup G

Jul 1, 2020

Very good course

By Bijoy

Apr 29, 2020

Very informative

By Ratnesh S

Apr 26, 2020


By Souptik B

Apr 24, 2020

Very nice Course

By Foram S

Apr 13, 2020

Brilliant course

By Nathan H

Apr 9, 2020

Very interesting


Aug 28, 2019


By Divya g

Sep 12, 2021

learned so much


Jun 16, 2021

Awesome content

By Kelly W

Mar 29, 2021

Very valuable .