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

4,759 ratings
1,824 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!

Filter by:

1626 - 1650 of 1,842 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Frederico A S J

Jun 1, 2020

I loved It

By Abdelrahman F

Apr 8, 2019

Great work

By Jérôme C

Feb 11, 2019

Worth it !

By Lực T H

Oct 3, 2021


By Gio E

Sep 29, 2021


By Aarón R

Sep 10, 2021


By Lehi B R

Jun 30, 2021

Very good

By Mostafa A A M

Jan 21, 2021



Nov 23, 2020


By vinay p

Sep 28, 2020

very good

By loana d

Sep 5, 2020


By Adiel Z

Aug 2, 2020

thank you


Jul 26, 2020


By anisha j

Jul 7, 2020


By Ronald M

Jul 6, 2020


By Miguel Á C

Jun 29, 2020


By Sudhanshu R K

Jun 9, 2020

full Hard

By Kunal s

Jun 6, 2020

Nice apps

By 刘畅

Dec 18, 2019



May 6, 2019

Good one!

By Maria V R

Sep 20, 2021

I loved!

By sheila a

Jul 18, 2021


By Cesar m

Feb 16, 2021


By Leandro A

Jan 6, 2021