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

4,917 ratings
1,866 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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1526 - 1550 of 1,886 Reviews for Brand Management: Aligning Business, Brand and Behaviour


Jul 26, 2021

I like this course

By faith n

Apr 16, 2021

excellent teaching

By Jerome V (

Apr 11, 2021

Very Useful course

By Fatima L A

Dec 8, 2020

It's really useful

By Dharmendra K

Nov 7, 2020

Awesome experience


Oct 15, 2020

informative course

By Catherine R M

Aug 5, 2020

Excellent material


Jul 11, 2020

This one is worth.


May 29, 2020

really good course

By Alby P

May 13, 2020

Very good concepts

By Arun M

Oct 23, 2021

Very good course.

By Christine S

Oct 22, 2021

really insightful

By Omar W E

Jun 30, 2021

​very informative

By Vishesh S

May 2, 2021

Excellent course!

By Angelia W

Jan 12, 2021

really insightful


Nov 19, 2020

new point of view

By Deleted A

Oct 4, 2020

Excellent Course!

By Luciana C G

Sep 20, 2020

excelent content!

By Divya G

Aug 8, 2020

really insightful

By Emil D

Aug 5, 2020

Highly insightful

By Barton l M

May 6, 2020

Excellant Course,

By Климович А С

Apr 28, 2020

Highly recommend!


Apr 8, 2020

Really usefull !!

By Nuhro D A

Jul 31, 2019

Phenomenal course