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

4.9
stars
7,840 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

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!

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.

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By Andrés S

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Jun 19, 2021

Great

By Alfonso R

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Apr 7, 2021

Great

By MUHAMMAD A F

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Jan 2, 2021

nicee

By NURUL A

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Dec 18, 2020

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Dec 16, 2020

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great

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Jul 25, 2020

Great

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May 17, 2020

Great

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Apr 6, 2020

Great

By Pratik D

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Sep 22, 2019

great

By Usama S

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Oct 13, 2018

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By UDAY S

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May 1, 2025

nice

By Aigerim M

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Apr 20, 2025

Good

By ZHENGWEN

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Apr 5, 2025

值得推荐

By Hoàng T T ( P H

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Mar 25, 2025

GOOD

By Bảo T

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Mar 2, 2025

good

By TILAKSING S R

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Jan 25, 2025

nice

By Trisha S

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Dec 5, 2024

Good

By Shaquanne J

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Oct 20, 2024

good

By Hussein N

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Oct 14, 2024

رائع

By Funny W

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Jun 5, 2023

GOOD

By Innozone I

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Mar 24, 2023

Well

By Alpesh R

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Nov 8, 2022

good

By Iselowo D

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Oct 24, 2022

Hist

By Abdul F

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Aug 8, 2022

Good