Chevron Left
Back to Brand Management: Aligning Business, Brand and Behaviour

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!

Filter by:

751 - 775 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Vedaant M

Jun 1, 2021

Very deep understanding of the word 'BRAND' and all of the things that work around it. Quite illustrative with various case study examples and interviews.

By Harsh M

May 5, 2020

This was my first Coursera Course and the experience is just amazing.

Thanks to London Business School and Professor Nader Tavassoli for this amazing MOOC.

By lucas e

May 3, 2020

A Masterclass delivered by Professor Nader Tavassoli, I can't thank enough for his obvious vocation for teaching and great ability to convey his knowledge

By IFEANYI A

Sep 24, 2022

Very useful course in our today world and moreso, an excellent lecturer who made the course so interesting and worthwhile. thank you so much Prof. Nader.

By Yogesh P

Feb 4, 2022

A very engaging learning course and Professor has exceptionally well explained about brand alignment with business, brand purpose and behaviour alignment

By rudra r

Jan 4, 2022

ITS WORTH LEARNING COURSE TO UNDERSTAND BRAND AND ITS BEHAVIOR , BUINESSCONCEPT ALSO WELL EXPLAINED ... THANK YOU Prof. NADER AND FOR HIS RENTLESSEFFORTS

By Cristiane H

May 16, 2021

A coherent course about how brand management is a key element both externally and internally, and more than just what a brand looks like and sounds like.

By Khalifa A

Apr 22, 2021

Excellent Course. Am looking forward to enrolling for this course further and improve my skills. Looking forward to being a CEO some day. So help me God!

By Catherine S

Dec 3, 2020

Great course, I especially appreciated the weekly assignments, getting feedback from my peers, it was a really great course, I would highly recommend it.

By Sabine O

Oct 25, 2020

I enjoyed this course so much! Lots of learnings and the instructor explains the ideas so well and gives great examples! Thank you for this great course!

By Srishti V

Oct 7, 2020

This was my first course on coursera. I simply loved it. The professor teaches the concept very well. The assignments are fun. A big thumbs up. 10 stars.

By London T

Aug 2, 2023

Great course and very informative! It is perfect for those who want to get started or need a refresher in the

world of branding and effective marketing.

By TANMAY M S

Oct 6, 2022

Such a great course. The trainer is very very good. I have learned a lot of things, which will be very useful for my professional career. Thanks to all.

By nhatminh n

Apr 11, 2022

This course really opens my mind about what you really need to do to deliver your brand in the most successful way to your customers. Thank you so much!

By Agha A M

Jan 6, 2022

This course enlighten the ways to success , stay blessed and thankful to our instructor Mr. NADER TAVASSOLI may all the worries wipe out from your path.

By Lê T H M

Aug 13, 2021

This course provides lots of informative concepts for me to understand the brand well. Thank the Professor for teaching us dedicatedly and thoughtfully.

By Sonia D

Aug 3, 2021

This was a very informative course with many practical applications. I'm looking forward to using the things I've learned in my daily work. Well done!

By Teresa R

Feb 15, 2021

I think it's quite helpful for me to think of branding from a new perspective. and it really makes me begin to be aware of the importance of "alignment"

By Ramesh G

Sep 4, 2020

Excellent Course!! Superb articulation and excellent explanation by Prof Nader Tavassoli.

It is a must for all the aspiring leaders in Marketing & Sales.

By Rajanish K

May 28, 2020

It’s been a wonderful journey of knowledge, the concepts are very useful and important from the management perspective. I have learned a lot. Thank you.

By DUNG T P

Jan 26, 2021

This course is excellent. Thank you LBS so much. i have learnt a lot information about Branding Management, which helps me so much on my business plans

By Hemalatha N

Sep 22, 2020

Thank you......this MOOC was very interesting, current and relevant. Found the content to be practical - addressing real world challenges in branding.

By Hekandjo R S

Aug 25, 2020

This course was very informative and helpful. I have already started applying what i have learned in the course to my business brand. Thank you so much

By Aamir S

Jun 1, 2021

Helped me revise what I learned in Uni and also touch new point. Nader is great instructor and conducted the course in a very informative and fun way.

By Santhosh W

Mar 8, 2021

Amazing course. Professor Tavassoli has done an outstanding job creating a course that is very structured, easy to follow, educational and insightful.