Chevron Left
Back to Brand Management: Aligning Business, Brand and Behaviour

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

4,953 ratings
1,872 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!

Filter by:

1476 - 1500 of 1,897 Reviews for Brand Management: Aligning Business, Brand and Behaviour

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

By Zhou Y

Mar 5, 2021

It's very useful course

By Faiz H

Oct 8, 2020

One of the best course!

By Rohit M

Oct 3, 2020

One of the Best Course!

By mohamad H

Aug 28, 2020

A new world of branding

By Patricia F

Jun 15, 2020

Excelente!!! Amazing!!!

By Navid A C

Jun 10, 2020

must recommended course

By Ishita A

Jun 2, 2020

very insightful course.

By Devjyoti B D

May 27, 2020

Very Informative Course


May 27, 2020

very interesting course

By ihtisham n

Nov 6, 2018

very good for students

By Yunita K

Oct 20, 2021

this course is so good

By Madelin

Sep 12, 2021

​perfect for beginners

By Carolina M

Apr 11, 2021

Excellent course!!!!!!


Dec 28, 2020

Exceptional I must say

By Racaentha A P A

Dec 4, 2020

very clear explanation


Nov 30, 2020

good cool, informative


Sep 17, 2020

it was a useful course

By Siphokuhle M

Jul 21, 2020

Best course ever!!!!!!