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

4.9
stars
7,782 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

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

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2226 - 2250 of 2,777 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mohd. A A

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Jun 7, 2022

Great Experience

By Anandini T

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Jun 2, 2022

very informative

By Naggenda D

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Feb 1, 2022

Very informative

By Shivam S

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Jan 4, 2022

excellent course

By ABEYKOONLAGE W E L R

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Mar 22, 2021

Excellent course

By Zoha F

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Feb 14, 2021

Excellent course

By Maram A

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Jan 11, 2021

Amazing course!!

By Evander N

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Dec 10, 2020

Nice leant a lot

By Naska B S

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Nov 11, 2020

Great Experience

By Prashik P

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Oct 25, 2020

so much to learn

By DharmiK S

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Oct 5, 2020

Nice methodology

By Birajdar M M

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Oct 2, 2020

Excellent course

By KOKETSO R R

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Oct 1, 2020

impressive study

By Lakeram B

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Sep 28, 2020

It was beautiful

By Elelwani L

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Aug 18, 2020

very informative

By Alejandra A

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Jul 17, 2020

Excellent course

By Ambika k

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Jul 13, 2020

Very interesting

By Souryarup G

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Jul 1, 2020

Very good course

By Bijoy S

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Apr 29, 2020

Very informative

By Ratnesh S

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Apr 26, 2020

EXCELLENT COURSE

By Souptik B

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Apr 24, 2020

Very nice Course

By Foram S

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Apr 13, 2020

Brilliant course

By Nathan H

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Apr 9, 2020

Very interesting

By SWAPNIL B

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Aug 28, 2019

VERY GOOD COURSE

By Joseph T S

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Jul 15, 2025

Amazing project