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

4,637 ratings
1,793 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

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.

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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1351 - 1375 of 1,818 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Bibi F

Aug 11, 2021

highly recommend this course.....

By Joy P

Aug 9, 2021

This course was very informative.


Dec 21, 2020

this course give me new knowledge

By Maen

Oct 10, 2020

Great teacher and course material

By Shreya P

Sep 21, 2020

Excellent. Teaching was too good.

By ayu a

Aug 28, 2020

Very useful and great explanation


Jul 27, 2020

Love the course. Great job, Kudos

By Jerin T

Jul 18, 2020

Well explained and well designed.

By Sanuj G

May 19, 2020

Great course, Got to learn a lot.

By Maria C M M

May 12, 2020

Thank you for the great learning.

By Nigorakhon S

May 3, 2020

Very interesting and entertaining

By Jenny E

Apr 18, 2020

Great and very interesting course

By Svitlana K

Mar 3, 2020

great course , amazing insights !

By Kalinina S V

Aug 2, 2021

Lovely course! Very interesting!

By Sean R P I

Jan 16, 2021

Great course! You should try it.

By H. M I S F

Nov 3, 2020

Excellence, I really appreciate,


Sep 2, 2020

the course for use to human life

By Agni C

Jun 20, 2020

it was great learning experience

By Aman C

May 10, 2020


By Kate T

May 7, 2020

Fantastic course. Well worth it!

By Akanksha J

Oct 4, 2018

Excellent course for brand study

By Vipul K

Jun 19, 2021

A lot to learn from this course

By Saurabh A

Oct 26, 2020

I highly recommend this course.

By Balaji M

Sep 29, 2020

Very well developed course plan

By Archana B

Aug 9, 2020

Was very informative and useful