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

4.9
stars
7,601 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

Oct 22, 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.

SS

May 24, 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.

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By Edwin I

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Jun 18, 2019

Perfect

By Mackenson P

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Mar 19, 2024

Great!

By PRAJWAL S N

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Apr 21, 2022

SUPERB

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Jan 13, 2021

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Nov 3, 2020

Awsome

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May 15, 2020

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Feb 9, 2023

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Dec 26, 2022

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Oct 2, 2022

Good

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May 16, 2022

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Mar 29, 2022

EPIC!

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Feb 14, 2022

great

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Dec 27, 2021

Great

By Andrea F

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Sep 25, 2021

Top!

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Sep 16, 2021

great

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great

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Jun 18, 2021

Great

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Apr 7, 2021

Great

By MUHAMMAD A F

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Jan 2, 2021

nicee

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Dec 18, 2020

great

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Dec 16, 2020

great

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Sep 29, 2020

great

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Jul 25, 2020

Great

By RASEL A

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May 17, 2020

Great