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

7,188 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


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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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I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.

Thanks once again!

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2601 - 2614 of 2,614 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Kago M

May 11, 2021

helped me learn and experience a different perspective.

By Milena K

Oct 1, 2022

Gives you knowledge of the brand management world

By Fahima S

Sep 10, 2020

I think this course was quite lengthy.


Jan 3, 2021

well constructed and presented course

By Kajol N

Jul 15, 2021

The content was not upto the mark !

By Nikhil P

Jul 2, 2021

well proud feeling after completion

By Roya A S

Jul 13, 2023

It was boring and hard to finish.

By Xueying L

Oct 18, 2021

i want to unroll

By Shanza S

Jul 19, 2023

just ok


Apr 29, 2022


By Alexandria M L

Mar 19, 2023

It felt like it was a personal advertisement for the university than a class.

By Angel

Jan 23, 2020

Just didnt find the content very exciting

By Abhishek D P

Jun 8, 2020


By Maike L F

Mar 14, 2022