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

4.9
stars
7,834 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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

PS

Aug 2, 2021

Delighted to be a part of this informative course. This course is conceptually very strong due to great case studies, industry specific interviews, perspectives and industry insights it offers.

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2201 - 2225 of 2,795 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Hervé M

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Jan 24, 2025

Very informative.

By Isaac O

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Aug 28, 2023

Fantastic course.

By Elettra P

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Jul 6, 2023

loved everything!

By MD F

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Apr 19, 2023

Great experience.

By Jinal S

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Feb 2, 2023

Excellent content

By Valeria F Q

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Nov 15, 2022

Excellent course.

By Rahman M

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Jul 19, 2022

Excellent course.

By Jonathan K

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Jun 27, 2022

great experience.

By Mairah C

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Feb 26, 2022

P E R F E C T!!!

By Chaw S T Z

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Jan 17, 2022

5 Star Course :-)

By josé m z b

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Dec 7, 2021

Curso Excepcional

By ARUN M

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Oct 23, 2021

Very good course.

By Christine S

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Oct 22, 2021

really insightful

By Omar W E

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Jul 1, 2021

very informative

By Vishesh S

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May 2, 2021

Excellent course!

By Angelia W

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Jan 13, 2021

really insightful

By SALVATORI F

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Nov 19, 2020

new point of view

By Deleted A

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Oct 5, 2020

Excellent Course!

By Luciana C G

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Sep 21, 2020

excelent content!

By Kavish W

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Sep 11, 2020

great explanation

By Divya G

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Aug 8, 2020

really insightful

By Emil D

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Aug 5, 2020

Highly insightful

By Barton l M

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May 7, 2020

Excellant Course,

By Климович А С

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Apr 29, 2020

Highly recommend!

By XAVIER B R

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Apr 8, 2020

Really usefull !!