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Bewertung und Feedback des Lernenden für Brand Management: Aligning Business, Brand and Behaviour von University of London

6,462 Bewertungen

Über den Kurs

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.”...



16. März 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!


22. Okt. 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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2001 - 2025 von 2,383 Bewertungen für Brand Management: Aligning Business, Brand and Behaviour

von Rasaq M M

22. Sep. 2022

good course.

von Douglas C

7. Feb. 2022

Great course!

von Anna Y

29. Juli 2021

Best course !

von Gurmehar S

4. Juni 2021

Great Course!

von Nina Z

30. Mai 2021

Great course

von Omarelys V

11. März 2021

the best MOOC

von Cani M

6. Dez. 2020

Great course!


20. Nov. 2020

Great course

von Anju P

17. Juni 2020

great insight

von Naomi V L

29. Mai 2020

Great course!

von Nazmul A J

19. Mai 2020


von Marta B

25. Apr. 2020

Really great!

von claudia m

26. März 2020


von tsepo m

8. Dez. 2022


von Emilie L L A

24. Okt. 2022


von Nesrin F M

17. Juni 2022

Great crouse

von Extraordinary G

9. Apr. 2022

Great course

von Hitanshree S

15. Feb. 2022


von Syed Z H

13. Dez. 2021

best teacher

von Aakritee G

3. Nov. 2021

Great Course

von Haripriya.R

1. Sep. 2021

Great course

von Eduarda N Z

22. Dez. 2020


von Wilfredo C P

9. Dez. 2020

Very useful!

von Louvenor J p

26. Nov. 2020

Great course

von Alcides I A G

15. Nov. 2020

Great Course