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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

6,443 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


22 de oct. 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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2026 - 2050 de 2,377 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por Prini D

4 de may. de 2020

Great Course

por Ekaterina

27 de abr. de 2020

I recommend!

por Rudy G

27 de abr. de 2020

Great method

por Quiterie V

3 de abr. de 2020













por Mbalenhle B

30 de ene. de 2023


por Russel

27 de nov. de 2022



1 de nov. de 2022

veryyy good

por Rahul b

22 de sep. de 2022


por Ngân N K

7 de ago. de 2022

good course

por Mili G

14 de jul. de 2022

nice course


2 de jul. de 2022


por Ahmed m M

23 de jun. de 2022

Its Helpful

por Richard O

4 de may. de 2022


por liao

20 de abr. de 2022

good lesson

por Kendreana K

3 de feb. de 2022

good course

por RIN -

29 de ene. de 2022


por Long V

24 de oct. de 2021

Good Course

por Budi S

5 de sep. de 2021


por Tri W P

21 de abr. de 2021

good course

por Marta J

28 de mar. de 2021

Excellent !

por Claudio I C L

24 de feb. de 2021


por Ruturaj S S

24 de ene. de 2021

Nice Course

por Bintang P

30 de nov. de 2020

Good course

por Agnieszka N

29 de nov. de 2020

Great MOOC!

por lerato m

28 de sep. de 2020