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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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1151 - 1175 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Dr D S

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Dec 19, 2021

Wonderful Course, a very dynamic and intellectual instructor.. its absolute learning and engaging.

By Davide P

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Sep 14, 2021

this course is complete clear and the professor is very smart and he explain very well the concept

By Rokaia D

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Sep 6, 2021

I really did learn a lot and enjoy this course as someone coming from a more technical background.

By Harmonie J h M

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Mar 26, 2021

I'm grateful to learn this subject, I learned so much, and everything was clear. Thank you so much

By Aarushi B

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Nov 7, 2020

The explanations and example are different from my country yet relatable and easy to understand.

By Katie W

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Aug 6, 2020

Great course that gave fantastic insights into how to manage a brand. Would definitely reccommend!

By Siddhartha K

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Aug 5, 2020

its quite good to get a perspective on why brand strategy is important, especially brand purpose..

By Sougata A

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May 23, 2023

A well described course. Concepts were easy to understand, and the teaching technic is very good.

By Iva O

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Aug 15, 2022

Interesting and informative, I really enjoyed the Interviews that were offered during the course.

By minaxi m

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Aug 14, 2022

Learned so many thing during the course also Knowledge was shared by Teaching person was amazing.

By itisha d

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May 10, 2021

Thank you for designing a comprehensive course. It was very enriching learning experience for me.

By Deb J D

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Jan 17, 2021

Thank you, Prof. Nader, for such an insightful MOOC. This was probably the best MOOC on Coursera.

By Stefen B

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Oct 7, 2020

Love this course. This is the best course I have attended, thank you for the purposeful learning.

By VINAY K P

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Jun 22, 2020

An excellent course worth million dollars.Thank you guys and special thanks to my course trainer.

By Maria V

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Mar 8, 2023

I really enjoyed this course. The material was easy to understand and the tasks were up to date.

By Souhayel H

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Oct 20, 2022

Excellent class to understand branding and especially purpose-led branding and brand managemnet

By Cindy S

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Nov 14, 2021

very insightful and foward-looking course and helps a lot in establishing new brands, thank you!

By Vaibhav L

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Sep 17, 2021

A great course. They've given cohesive explanations on what Brand alignment actually stands for.

By Александр Г

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Apr 5, 2021

An excellent coures, did not regret not one minute spent. I am very grateful for this knowledge.

By solmaz h

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Mar 6, 2021

Thaanks a lot. This course was so helpfull!!!It was a great pleasure to take part of this course

By Mario S

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Feb 15, 2021

Well explained with many real business examples. Great new vision about the people's importance.

By ABHINAV K

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Aug 29, 2020

This course gives a very in-depth knowledge about how the brand image is built through 3b model.

By Alethea L H

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Jun 22, 2020

An insightful course, would definitely recommend it to to anyone who's interested in branding :)

By Nadia L R

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May 25, 2020

it's easy to understand really love the way professor teach and the example of the brand as well

By Osareme E O

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May 16, 2020

Dr Nader Tavassoli handled and presented this course extremely well. I enjoyed every part of it.