Chevron Left
Zurück zu Brand Management: Aligning Business, Brand and Behaviour

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

6,434 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.”...



19. Apr. 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. 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!

Filtern nach:

2051 - 2075 von 2,372 Bewertungen für Brand Management: Aligning Business, Brand and Behaviour

von Hamad M S A N

22. Apr. 2020

Good course

von Irene Z

15. März 2020


von Ashish B

18. Juni 2018

nicely done

von Dobromir D

27. März 2018


von Mahmoud M S Q

28. März 2022


von pujan k v

22. Feb. 2022

Must learn

von Ramunė M

30. Jan. 2022

Thank You!

von Nour N

3. Nov. 2021

very good

von sebastian

28. Juni 2021

MUy bueno


11. Mai 2021


von Sandra S

2. März 2021

great info


3. Jan. 2021

thank you.

von Kusuma P

22. Nov. 2020

Thank yyou

von swarnalakshmi

23. Aug. 2020


von José A G O

21. Aug. 2020


von Caroline S

17. Aug. 2020



25. Juli 2020

very nice.

von Devkant K

23. Juni 2020


von Frederico A S J

1. Juni 2020

I loved It

von Abdelrahman F

8. Apr. 2019

Great work

von Jérôme C

11. Feb. 2019

Worth it !

von Subhabrata M

28. Dez. 2022


von Hasnain A

25. Nov. 2022


von Maja K

19. Okt. 2022



21. Aug. 2022

Big help!