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

4.9
stars
7,803 ratings

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

SF

Jan 5, 2022

An excellent course which gives you insights about how to bring alignment between the 3B's of a company by the professor who gives apt examples which helps you to understand the concepts better.

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

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1751 - 1775 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Romesh C

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Feb 16, 2023

excellent stuff. you can gain maximum out of it.

By Rory B

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Dec 28, 2022

This was a great program. I highly recommend it.

By Donavan H D

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May 11, 2022

The Best, Looking forward to more exciting times

By Xavier B

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Mar 17, 2022

Excellent. clear, direct, very useful to think.

By Nathaniel O

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Feb 13, 2022

It is highly educating, detailed and insightful.

By Poshia M

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Jul 25, 2021

Excellent course with very relevant case studies

By Lucio F D G

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Jun 2, 2021

This course is FANTASTIC! I highly recommend it!

By Tugce I

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Mar 13, 2021

definitely learnt a lot! I can highly recommend.

By Maria S

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Aug 31, 2020

My first course here and I just simply love it!!

By Siddhartha S

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Jun 14, 2020

One of the best course with plethora of learning

By Zeeshan Y

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Jan 17, 2025

Thank you for enhanced my knowledge and skills!

By Oliver S

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Sep 25, 2024

Very practical in the real business environment

By Adebare, A A

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Oct 22, 2023

A thorough training course in brand management.

By Cristina

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Nov 27, 2022

This course is an awesome journey of knowledge.

By Joy M

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Oct 6, 2022

too expensive

please can the price be cut down

By Varun S

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Sep 30, 2022

Good insights and encourages lateral thinking.

By Srinivasnihar K

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Jul 17, 2022

I have Learned many new points from this course

By Imo-owo M

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May 21, 2022

Extremely practical course! Highly recommended.

By Mariana M

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Apr 6, 2021

I´ve learned a lot and the professor is great!

By enas e

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Apr 5, 2021

Great course, I learned lots, very recommended

By Mujtahid A

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Mar 18, 2021

The best course for Brand management, no doubt!

By Constantin

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Feb 23, 2021

Well structured and effective, thank you a lot!

By Beto G

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Dec 19, 2020

Excelente curso, mucho aprendizaje, felicidades

By Selin Y G

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Nov 22, 2020

Im glad to take part in this course. Thank you.

By KARABO M

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Sep 22, 2020

this was an exciting course and very benefiting