Brand Management (Foreign Requirement)

University: University of London  (Foreign Requirement)

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 organization. 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 organization’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 organization. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behavior and culture change.