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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. SKILLS YOU WILL GAIN Corporate Branding Brand Marketing Brand Management Brand Identity INSTRUCTOR *Nader Tavassoli Professor of Marketing London Business School IN PARTNERSHIP WITH *University of London The University of London is a federal University which includes 18 world leading Colleges. SHAREABLE CERTIFICATE Earn a Certificate upon completion. 100% ONLINE COURSE Start instantly and learn at your own schedule. FLEXIBLE SCHEDULE Set and maintain flexible deadlines. COURSE LEVEL Beginner LANGUAGE English