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

4.9
stars
7,270 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

CD

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I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

SS

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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!

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1201 - 1225 of 2,634 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ebenezer A L

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Oct 28, 2020

Course contents was well equipped, very educative and involved indepth research and analysis.

By Laila M

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Sep 11, 2023

it's useful, insightful, and inspiring. i enjoy and appreciate all information in this MOOC.

By Lilian Y

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Dec 28, 2021

Excellent frameworks and case studies that can help beginners as well as seasoned marketers.

By Sheima T

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May 1, 2021

This course is wonderful and I learn very useful expression about my business and my career.

By Seoyun L

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Sep 28, 2020

Really insightful and interesting MOOC. Well presented with great case studies and examples.

By Yesenia E M T

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Sep 9, 2020

Es un excelente curso que vale la pena repetir para interiorizar el aprendizaje por completo

By Jaydip

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Jul 21, 2020

kudos to professor Nader Tavassoli, a very well designed MOOC. highly recommend to everyone.

By Abhishek G

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May 15, 2020

Fantastic teaching by Nader Sir..!! He set the live examples and the interviews were awesome

By Paschal E

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Sep 14, 2023

Excellent teaching, the whole experience made me to love Coursera...off th the next course!

By Deborah C

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Apr 18, 2023

teaches the required s9kills

videos are clear enough to understand

will always recommend it

By Antonella

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Sep 19, 2022

Very good course, interesting lessons and the teacher very dinamic. Thank you for sharing!

By manav

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Jan 25, 2022

Great course!!! So many examples and insightful information. Very engaging and interesting.

By Ammar K

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Sep 20, 2021

I really learn a lot from this course regarding Bran Management and its suitable behaviour.

By Joseph C

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Apr 11, 2021

Loved the pace, the blend of real life examples to glossary terms made it very interesting!

By vibhore v

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Oct 28, 2020

The course has been explained always in practical ways and was quite interesting to attend.

By Gloria U

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Sep 8, 2020

This course was very detailed and the facilitator did a good by using real life situations.

By Paula D

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Aug 6, 2020

Curso sensacional, abordagem atual. Eu realmente gostei muito do conteúdo e da dinamica apr

By SHYAMTHEJASWI G

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Jul 17, 2020

Very informative and interesting. Teaching method is great and assignments are very useful.

By Riva

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May 20, 2020

I really enjoyed this class and got to learn so much more about branding than just reading.

By Fikirte B

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May 16, 2020

It is an eye opening course am not gonna see business the same again,very helpful thank you

By Prateek G

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Jan 5, 2020

Very informative and apt. Easy to understand and systematic. Good examples and interactive.

By Greer J

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May 25, 2024

It was a great course. Mixture of theory, practical, and interviews of real life examples.

By Stephanie A G

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Jan 23, 2024

Better than I imagined it'd be! Dr. Nader Tavassoli is clear and concise, and lots of fun!

By Kavin R

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Oct 4, 2022

Exceptional course, now i know basic fundamentals of a brand and how to improve its image.

By paola

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Oct 3, 2022

increible experiencia, curso muy completo !! entrega un nivel muy alto de conocimientos