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

4,787 ratings
1,834 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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1551 - 1575 of 1,852 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Michelle B T

Dec 16, 2020

good material!!


Dec 15, 2020

Excelente curso

By Leana M

Nov 1, 2020

Very good MOOC!

By Magno P T

Sep 12, 2020

Great course!!!

By Ankit A Y

Jul 11, 2020

Amazing course.

By Hamid A

May 29, 2020

Excellent MOOC.

By Abhishek P

May 10, 2020

Good Learning !

By Maja M

Apr 24, 2020

Great overview!

By Vedant S T

Apr 5, 2020


By María J O C

Mar 23, 2020

Great professor

By Christina K

Dec 16, 2019

Very helpfull!!

By Yusuf C

Dec 11, 2019

>>Great Course.

By Anneka D

May 11, 2019

Amazing course!

By Tamilselvan

Apr 19, 2019

Awesome Content

By Lilian M

Oct 14, 2018

Just excellent!

By Alessandro C

Sep 22, 2021

Mind opening !

By Devendra S

Jul 1, 2021

Great learning

By Gaurika N

May 3, 2021

amazing course

By Omar R R E E

Dec 12, 2020

Helpful Course

By Mohammad Z R

Oct 31, 2020

Amazing course


Aug 29, 2020

Amazing Course

By Supriya P

Aug 11, 2020

simply awesome

By Aayush R

Jul 26, 2020

Well explained

By Hannah A B A

Jun 29, 2020

Great teacher!

By Pranjal s

Jun 26, 2020