Chevron Left
Back to Brand Management: Aligning Business, Brand and Behaviour

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

4.9
stars
7,504 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

SS

May 25, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

SS

Oct 23, 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.

Filter by:

2426 - 2450 of 2,699 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Gabriele D

•

Sep 29, 2020

great

By Subhra C

•

Jul 25, 2020

Great

By RASEL A

•

May 17, 2020

Great

By Ville I V

•

Apr 6, 2020

Great

By Pratik D

•

Sep 22, 2019

great

By Usama S

•

Oct 13, 2018

g

r

e

a

t

By TILAKSING S R

•

Jan 25, 2025

nice

By Trisha S

•

Dec 5, 2024

Good

By Shaquanne J

•

Oct 21, 2024

good

By Funny W

•

Jun 5, 2023

GOOD

By Sayyed R B M

•

Mar 24, 2023

Well

By Alpesh R

•

Nov 8, 2022

good

By Iselowo D

•

Oct 24, 2022

Hist

By Abdul F

•

Aug 8, 2022

Good

By Flora E

•

Aug 5, 2022

good

By sheikh M H

•

Jun 19, 2022

good

By Morziul H

•

Apr 21, 2022

good

By SAIRA H B Z

•

Apr 17, 2022

good

By Y B

•

Apr 7, 2022

Good

By Zoheb S

•

Feb 28, 2022

good

By Jung M

•

Feb 10, 2022

GOOD

By Wahdania I

•

Dec 23, 2021

Best

By MUHAMMET Ç A

•

Nov 19, 2021

good

By RÜZGAR Ç

•

Nov 10, 2021

best