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

6,520 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


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!


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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1801 - 1825 of 2,418 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Nazrin A

Sep 21, 2020


By Suvankar D G

Aug 2, 2020

This course is outstanding...

By Priyanjali M

Jul 7, 2020

it was very helpful learning.

By Abhishek R

Jun 9, 2020

Thank you Mr Nader Tavassoli.


May 17, 2020

Professor Nader is super fun.

By Matthew C

Apr 19, 2020

Great well thought out course

By Htet A K

Mar 28, 2018

Great teaching and assignment

By Renata P

Nov 9, 2022

Fantastic! A great learning!

By pim d l

Jun 2, 2022

very intresting and helpfull

By Giulia Q C

May 2, 2021

Really good course. Love it.


Dec 22, 2020

this subject definitely nice

By Phoebe T

Jul 15, 2020

Great and insightful course!

By Teena R

Jun 25, 2020

I really enjoy this course .

By Essien T

Jun 15, 2020


By Rahul W

Jan 31, 2023

great learning experience .

By Mohamed A A E

Apr 20, 2022

it is the best course i had

By Venkatesh R

Jan 5, 2022

Good lectures by Instructor

By Yun T H

Jul 24, 2021

Thanks for professor Nader!

By Karin W

Jul 20, 2021

Really got a great insight

By Tusharika t

Jul 12, 2021

its so good we learn a lot

By Valerie Z

Jun 21, 2021

Very good course. Recommand

By Ramil N

Jan 2, 2021

It was a very useful course

By Harsh S

Sep 13, 2020

Exceptional, truly amazing.

By Ravi R

Jun 20, 2020

very knowledgeable sessions