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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

2,760 calificaciones
1,053 reseña

Acerca del Curso

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


Apr 20, 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!


Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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876 - 900 de 1,049 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por Foram S

Apr 13, 2020

Brilliant course

por Nathan H

Apr 09, 2020

Very interesting

por swapnill b

Aug 28, 2019


por Magno P T

Sep 12, 2020

Great course!!!

por Ankit A Y

Jul 11, 2020

Amazing course.

por Hamid A

May 29, 2020

Excellent MOOC.

por Abhishek P

May 10, 2020

Good Learning !

por Maja M

Apr 24, 2020

Great overview!

por Vedant S T

Apr 05, 2020


por María J O C

Mar 23, 2020

Great professor

por Christina K

Dec 16, 2019

Very helpfull!!

por Yusuf C

Dec 11, 2019

>>Great Course.

por Anneka D

May 11, 2019

Amazing course!

por Tamilselvan

Apr 19, 2019

Awesome Content

por Lilian M

Oct 14, 2018

Just excellent!


Aug 29, 2020

Amazing Course

por Supriya P

Aug 11, 2020

simply awesome

por Aayush R

Jul 26, 2020

Well explained

por Hannah A B A

Jun 29, 2020

Great teacher!

por Pranjal s

Jun 26, 2020


por Gaurika N

Jun 22, 2020

amazing course

por Steven G

May 25, 2020

Great content.

por Ksenia K

May 11, 2020

Very intesting

por Angad S

May 06, 2020

Amazing course

por K A P

Apr 08, 2020

well explained