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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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901 - 925 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Paula B M A

Apr 23, 2020

Great insights and Professor has easy to understand concepts. Hope LBS could introduce more Retail, Brand and Management courses.

By Muhammad S H

Aug 1, 2022

The course was taught exceptionally well. It brought new and fresh perspective to brand management. The learning was top notch.

By Kanishka K

Nov 20, 2021

This course is actually excellent! The way they have covered all the topics with basic concepts, it is a recommendation for all.

By Shan Z

Sep 1, 2021

I can feel professor's passion in delivering this course and that's the best. Big thank you to all who contributed to this MOOC.

By Khushi P

Aug 2, 2021

Exceptional teacher! He has given me great insight into the course with practical knowledge. I am grateful for your efforts sir!

By gautami s

Apr 25, 2021

I enjoyed doing this course and learned new things that will be useful. The concepts are explained very properly and in detail.

By Juan P

Nov 2, 2020

It was a nice journey. Very good content and activities. I think the lecturer really wanted to create something of good quality.

By Mervyn H

Sep 6, 2020

As a senior executive from a non marketing back ground I found this really useful. Lots to take back to the business I work in.

By FurkanLelik

Apr 13, 2020

I never would have guessed I would have such a great time in this MOOC.Words alone can not express it.I recommend it to everyone

By Orsolina M

Apr 14, 2024

excelente! el instructor explica tan cercano que quieres seguir viendo las clases. Explica de manera clara y precisa. Gracias.

By Omary C

Sep 6, 2023

It has been a pleasure to me to have this interesting course and this amazing experience of learning this course. Thanks a lot.

By Malaika B

May 4, 2023

It was such a great course. I learned a lot from Professor Nader Travissoli. I feel great that I have now completed the course.

By Raj P

Dec 30, 2020

The course was very good and the case studies were even better. The faculty was excellent. It was a great learning experience!!

By Manuel A C V

Nov 2, 2020

Excelente curso con una perspectiva diferente del marketing, enfocado tanto en la operación interna como externa de la empresa.

By Nisa c

Sep 17, 2020

I really enjoy this MOOC. ıt was so detailed about branding and gave me insight about business.brand and behavior's connection.

By Agata

Sep 11, 2020

Very good course with amazing knowledge, I understood more about business and brands and how it all works, thank you very much!

By Tim T

Jul 4, 2020

Great tutor and very interesting content. I have taken many concepts back to my organisation to look at how we can work better.

By Shivam G

Jun 5, 2020

All the assignments and quizzes were really good and explorative. The way Prof. Nader Tavassoli explained the topics was great.

By Steve F

May 26, 2020

An informative and in-depth course that provided me with far more relevant information than I'd imagined it would. A 'must-do'.

By Nicole S

Feb 1, 2023

The best course I've taken in years - interesting information, well presented, with thoughtful exercises. Highly recommend!!!

By Hadi E

Sep 12, 2022

It was great. I want to thank Coursera, London Business School, and professor Nader Tavassoli for his wonderful presentation.

By Ami S

Nov 22, 2021

the most entertaining yet educational course I've taken. Thanks to the professor for all the great lessons. Highly recommended

By MAHVISH

May 16, 2021

It’s been great to learn this course from Sir , have learnt many things in a very short period

Really thankful for this course

By Gloria M N

Aug 13, 2020

Great course! The teacher explains very clearly and uses real life examples with companies of different sectors to illustrate.

By Sahil V

May 28, 2020

A must take course for everyone who wants to learn essence of creating strong Brands and also the modern paradigm for the same