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

4.9
stars
7,076 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

MS

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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.

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876 - 900 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Hadj-Henni

May 25, 2021

Excellent course, and excellent Professor! easy to understand, explanation and examples are clear and interviews very interesting.

By Matthew R

May 20, 2020

The professor was able to articulate his concepts on branding extremely well and it was enjoyable. I highly recommend this course.

By RANA D

Nov 3, 2019

I think this course is quite effective to understand brand management and behaviour. There are lots of sample to understand better

By Emmanuel M

Apr 24, 2018

This course changes the way that I view branding. It make me realize the need to put more effort into establishing a better brand.

By 赵新杰

Feb 28, 2023

Both theories and cases have taught me a lot, and made me understand how to build a high-quality brand points out a new direction

By Оксана Ч

Sep 8, 2021

Отличная помощь в решении многих задач, связанных с брендом компании. Я в восторге от обучения, большое спасибо Надеру Тавассоли!

By Thashan D P

Aug 8, 2021

This is a very informative course! The lecturer Mr. Nader Tavassoli explains the concepts in a way that anybody could understand!

By GABRIELLE C O C

Jun 5, 2020

Highly recommend. You will learn and gain the tools to shift your view towards a much deeper understanding of successful branding

By Rakeshkumar P

May 1, 2020

In depth knowledge of Branding is given in this course. If you are from marketing background than you should opt for this course.

By Paula B M A

Apr 23, 2020

Great insights and Professor has easy to understand concepts. Hope LBS could introduce more Retail, Brand and Management courses.

By Muhammad S H

Aug 1, 2022

The course was taught exceptionally well. It brought new and fresh perspective to brand management. The learning was top notch.

By Kanishka K

Nov 20, 2021

This course is actually excellent! The way they have covered all the topics with basic concepts, it is a recommendation for all.

By Shan Z

Sep 1, 2021

I can feel professor's passion in delivering this course and that's the best. Big thank you to all who contributed to this MOOC.

By Khushi P

Aug 2, 2021

Exceptional teacher! He has given me great insight into the course with practical knowledge. I am grateful for your efforts sir!

By gautami s

Apr 25, 2021

I enjoyed doing this course and learned new things that will be useful. The concepts are explained very properly and in detail.

By Juan P

Nov 2, 2020

It was a nice journey. Very good content and activities. I think the lecturer really wanted to create something of good quality.

By Mervyn H

Sep 6, 2020

As a senior executive from a non marketing back ground I found this really useful. Lots to take back to the business I work in.

By FurkanLelik

Apr 13, 2020

I never would have guessed I would have such a great time in this MOOC.Words alone can not express it.I recommend it to everyone

By Omary C

Sep 6, 2023

It has been a pleasure to me to have this interesting course and this amazing experience of learning this course. Thanks a lot.

By Malaika B

May 4, 2023

It was such a great course. I learned a lot from Professor Nader Travissoli. I feel great that I have now completed the course.

By Raj P

Dec 30, 2020

The course was very good and the case studies were even better. The faculty was excellent. It was a great learning experience!!

By Manuel A C V

Nov 2, 2020

Excelente curso con una perspectiva diferente del marketing, enfocado tanto en la operación interna como externa de la empresa.

By Nisa C

Sep 17, 2020

I really enjoy this MOOC. ıt was so detailed about branding and gave me insight about business.brand and behavior's connection.

By Agata

Sep 11, 2020

Very good course with amazing knowledge, I understood more about business and brands and how it all works, thank you very much!

By Tim T

Jul 4, 2020

Great tutor and very interesting content. I have taken many concepts back to my organisation to look at how we can work better.