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

4.9
stars
7,803 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

SF

Jan 5, 2022

An excellent course which gives you insights about how to bring alignment between the 3B's of a company by the professor who gives apt examples which helps you to understand the concepts better.

EH

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

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2701 - 2725 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ahmad M

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Aug 25, 2022

Great course, not enough assignments

By Yohannes D

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Oct 25, 2022

Nice training and good opportunity

By Alejandro T B

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Sep 6, 2021

Good course about brand management

By Sujata J

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Jun 8, 2021

overall the course was enriching.

By Vita

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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 AHMAD M N

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May 28, 2025

شكرا للسيد نادر على مجهودك الطيب

By Sneha E

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Aug 11, 2020

It was an amazing time learning.

By MA Y

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Apr 22, 2021

Good course. Learnt some models

By Afrin E

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Aug 8, 2024

Excellent , with live examples

By Vijaya J

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Jan 1, 2019

Excellent course for branding!

By Adewale J

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Nov 15, 2025

Great course. Quite detailed.

By Trâm H

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Sep 17, 2022

The Cours is useful and good

By Ammar K

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Mar 29, 2021

That's a really good course

By Kathryn P

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Feb 26, 2023

Insightful and informative

By Mai L

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Sep 12, 2021

very interesting course.

By Aidyl P

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Dec 13, 2020

It really help me a lot.

By Kenza K

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Feb 28, 2021

Cours très intéressant

By Lakshay G

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Oct 25, 2020

excellently explained

By alejo m

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Aug 13, 2020

excelente oportunidad

By Priyanka P

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Jun 23, 2020

it was a great sesson

By Ajay K K

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May 2, 2020

It was a good course.

By Chayanit r

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Apr 19, 2021

I need some handouts

By Deepti S

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Nov 24, 2020

Well designed course

By Swetha S K

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Aug 25, 2020

Thus was very useful

By Karabo S R

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Oct 5, 2020

Well said Tavassoli