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Learner Reviews & Feedback for Brand Management: Aligning Business, Brand and Behaviour by University of London

4.9
stars
7,378 ratings

About the Course

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.”...

Top reviews

SS

Oct 22, 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.

MS

Mar 16, 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!

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626 - 650 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Atul V K

Sep 18, 2021

This is an excellent opportunity to learn this course as this includes the best embedded videos from the corporate sector which gives good examples for understanding the course.

By Anu A

Sep 7, 2021

Nader Tavassoli's approach to the course is excellent. He never lost my attention for a moment. The interviews were very instructive as well. Thank you for this rich experience!

By Chong T C

Jun 26, 2021

The best course I've taken so far on Coursera. Very well-designed and thought-through. Inspirational with both theories and concrete examples. Lecturer also speaks very clearly.

By Turipamue H

Mar 8, 2021

Great course . I have obtained a lot skills in buold a strong brand you need to create awareness about the brand within your employees. The lectures lessons were clear.

By Michela C

Nov 16, 2020

Very clear and well explained, useful information that can be applied to real situations, hopefully, more advanced courses on this topic will be produced by Professor Tavassoli.

By Mayank V

Oct 18, 2020

This course gives a clear insights for aligning Business, Brand and Behaviour. If you are a part of marketing team or want career in this field, you must go through this course.

By Atma B

Jul 13, 2020

Well mounted course and Nader is an exceptional professor and presenter. Very nice blending of research, theory, model and case studies that creates great impact on the learner.

By Sagar S K

May 20, 2021

Very well designed course and, may I say, "well delivered"!

Thank you Professor Nader Tavassoli, Thank you London Business School and University of London, Thank you Coursera!!

By WILFRIDUS H E G

Oct 7, 2020

This course is very useful and the complete materials that given by the speaker is really guide me on how to understand the importantto aligning business, brand, and behaviour.

By Irma i

Jun 22, 2020

Thank you Prof Tavassoli and the team at London Business School, I really enjoyed this course and I have gained new important skills that will be extremely useful in my career.

By Jenna-belle S

Jun 16, 2020

This course was well constructed and easy to digest. I found the views expressed in this MOOC to be refreshing and innovative, challenging the traditional way we view branding.

By Kateryna S

Apr 3, 2024

I wanted to take a moment to express my appreciation for the Brand Management course you facilitated. The insights gained over the duration of the course have been invaluable.

By Carmen

Nov 29, 2020

I liked very much the course, the content was very interesent and the way of presenting it was very nice. I enjoyed a lot and think that Mr. Nader Tavassoliis a great lecturer

By Abby N

Jun 30, 2020

A truly wonderful course and so well presented. This will help with my company offering I am sure. Thank you for offering these invaluable courses to us. Enjoyed every minute.

By Pri P

Jun 28, 2022

Such a brilliant online short course! Super engaging and insightful. The tutor is so great at exmplaing the concepts and he uses great examples to help understand the topics.

By Eleonora B

Apr 22, 2022

I'd like to thank London Business School for the course and Prof. Nader Tavassoli for his efforts and great teaching.

The course was very interesting and educative.

Thank you!

By Alexey P

Sep 19, 2020

Cognitive material is presented in a cognitive manner. A very cool and involved lecturer who brings many interesting cases. I also liked the creative assignments every week.

By Hitesh S

Jul 12, 2020

I'm immensely thankful to Coursera for providing us this platform to learn something more valuable and better in a real sense. Thanks a lot for providing practical support.

By Ibipribo G E

Jul 1, 2022

It is the go to course for anyone willing to advance personal career and enhance organizational growth. I recommend this course to all entrepreneurs and business start-ups.

By Anjali S M

Nov 16, 2021

It was a good course for learners looking for brand culture, brand ethics and brand management. Communication aspect of marketing and management could have been an add on.

By Angela P

Jul 8, 2020

Passionate and amazing journey, with a top instructor. Mr Tavassoli has been an inspiring mentor, he has been able to convey us key concepts in a simple and effective way.

By Yaren A

Apr 19, 2020

Nader Tavassoli transfers his knowledge to us in a really interesting way. I got proper ideas about brand and brand management from the videos I have watched. Thanks a lot!

By Jashan C

Aug 1, 2022

First of all, I want to thank Coursera for approving my financial Aid in order to complete this course. A well-curated course with in-depth knowledge. I highly recommend.

By Aditayaraj P

Jul 16, 2020

The MOOC showcases one of the best business strategies and the alignment of business and your behaviour towards it. I recommend this course to each and every entrepreneur.

By MAYURI B

Aug 26, 2019

MOOC is completely relatable to real-time examples and interviews. This course is a great value addition to those who aspire to know the basic essence of brand management.