Brand Management: Aligning Business, Brand and Behavior – Beginner

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 behavior and culture change – Nader Tavassoli, University of London and London Business School