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

4,921 ratings
1,866 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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1451 - 1475 of 1,887 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ravi R

Jun 20, 2020

very knowledgeable sessions

By Anjali J

May 23, 2020

Insightful and interesting.

By Juliette B

May 21, 2020

The lecturer was amazing!!!

By Niyati M

Apr 29, 2020

The professor is fantastic!


Feb 27, 2020

It's a mind-blowing course.

By Karthikeyan

Mar 18, 2019

Good course for Foundation.


Sep 27, 2021

B​rilliant and Insightful.

By Mario D

Sep 22, 2021

This course is outstanding

By Aditya P S

Jun 21, 2021

It was a great experience.

By Rohan S

Jun 14, 2021

Great Insights of Business

By Giovanni M R

May 11, 2020

perfect concepts and tasks

By philip n

Oct 14, 2021

H​ighly valuable content.

By Daud H

Jun 11, 2021

Great learning experience

By Girish D

May 14, 2021


By Rutuja R M

Apr 27, 2021

great learning experience


Jan 25, 2021

it was my best experience

By Pfarelo R

Sep 30, 2020

Vvery informative course.

By Omonbhude I

Jul 29, 2020

Truly Exceptional Course.

By Justine M

Jul 27, 2020

Insightful and enjoyable!

By Charles T J

May 15, 2020

excellent course with rel

By Thành K Đ

Sep 16, 2021

Very interesting course.

By Lauryn L d S

Apr 25, 2021

um curso muito bom mesmo


Feb 16, 2021

it was very interesting.

By Abiyyu N

Apr 8, 2020

it was super informative

By Sourav S

Jul 15, 2021

very informative course