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

4,951 ratings
1,871 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

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!

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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1851 - 1875 of 1,894 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Sujata J

Jun 8, 2021

overall the course was enriching.

By Vita

Dec 7, 2020

课程内容很棒!只是在中国不支持视频播放,有点 遗憾。字幕笔记很好!

By Sneha E

Aug 11, 2020

It was an amazing time learning.


Apr 22, 2021

Good course. Learnt some models

By Vijaya J

Jan 1, 2019

Excellent course for branding!

By Ammar K

Mar 29, 2021

That's a really good course

By Mai L

Sep 12, 2021

very interesting course.

By Aidyl P

Dec 13, 2020

It really help me a lot.

By Kenza K

Feb 28, 2021

Cours très intéressant

By Lakshay G

Oct 25, 2020

excellently explained

By Rodrigo A M V

Aug 13, 2020

excelente oportunidad

By Priyanka P

Jun 23, 2020

it was a great sesson

By Ajay K K

May 2, 2020

It was a good course.

By Chayanit r

Apr 19, 2021

I need some handouts

By Deepti S

Nov 25, 2020

Well designed course

By Swetha S K

Aug 25, 2020

Thus was very useful

By Karabo S R

Oct 5, 2020

Well said Tavassoli


Mar 21, 2021

Davvero ottimo !

By Sajith R C

May 24, 2020

Good Course .

By K I P

May 3, 2020

Very good one.

By Syed U A

Apr 19, 2021

great course

By Vaishali m

Jun 22, 2021

Nice course

By Pankaj B

Jul 6, 2020


By Ami M

Aug 17, 2020


By vadivu n

Jul 24, 2020