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

4.9
stars
7,801 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

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.

RA

Aug 24, 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.

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2776 - 2781 of 2,781 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Nirmiti P

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Sep 18, 2024

The Course is beautiful but I received the certificate which is not formatted well. And I am not able to get any help for it

By SHARON J H D

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Feb 24, 2025

ESO DE ESPERAR A QUE NOS DEN UNA CALIFICACION NOS HACE PERDER TIEMPO PARA OBTENER CERTIFICADO

By Abhishek D P

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Jun 8, 2020

Good

By Maike L

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Mar 14, 2022

çl

By Zachary N

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Oct 18, 2025

Horribly put together. On one quiz literally kept getting failed for the same 2 questions. Even tho by the end I just treated it as a troubleshooting exercise. There was no right answers for those 2 questions. Even reviewed the content 2 additional times to ensure I hadn't misunderstood something. Was taking this as primer to base knowledge to having an opposing course to my technicals. But felt it contributed little more than inconvenience, frustration, and frankly a waste of time.

By Dev S

•

Jan 2, 2025

Good