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Volver a Brand Management: Aligning Business, Brand and Behaviour

Opiniones y comentarios de aprendices correspondientes a Brand Management: Aligning Business, Brand and Behaviour por parte de Universidad de Londres

6,460 calificaciones

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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.”...

Principales reseñas


19 de abr. de 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!


16 de mar. de 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!

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1926 - 1950 de 2,381 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por Barton l M

6 de may. de 2020

Excellant Course,

por Климович А С

28 de abr. de 2020

Highly recommend!


8 de abr. de 2020

Really usefull !!

por Nuhro D A

31 de jul. de 2019

Phenomenal course

por Hafiz M U

23 de ago. de 2022

Very Informative

por Mohd. A A

7 de jun. de 2022

Great Experience

por Anandini T

2 de jun. de 2022

very informative

por Naggenda D

2 de feb. de 2022

Very informative

por Shivam S

4 de ene. de 2022

excellent course


22 de mar. de 2021

Excellent course

por Zoha F

15 de feb. de 2021

Excellent course

por Maram A

11 de ene. de 2021

Amazing course!!

por Evander N

11 de dic. de 2020

Nice leant a lot

por Naska B S

11 de nov. de 2020

Great Experience

por Prashik P

25 de oct. de 2020

so much to learn

por DharmiK S

5 de oct. de 2020

Nice methodology

por Birajdar M M

2 de oct. de 2020

Excellent course


1 de oct. de 2020

impressive study

por Lakeram B

28 de sep. de 2020

It was beautiful

por Elelwani L

18 de ago. de 2020

very informative

por Alejandra A

17 de jul. de 2020

Excellent course

por Ambika k

13 de jul. de 2020

Very interesting

por Souryarup G

1 de jul. de 2020

Very good course

por Bijoy

29 de abr. de 2020

Very informative

por Ratnesh S

26 de abr. de 2020