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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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1701 - 1725 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Varun S

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Sep 30, 2022

Good insights and encourages lateral thinking.

By Srinivasnihar K

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Jul 17, 2022

I have Learned many new points from this course

By Imo O

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May 21, 2022

Extremely practical course! Highly recommended.

By Mariana M

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Apr 6, 2021

I´ve learned a lot and the professor is great!

By enas e

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Apr 5, 2021

Great course, I learned lots, very recommended

By Mujtahid A

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Mar 18, 2021

The best course for Brand management, no doubt!

By Constantin

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Feb 23, 2021

Well structured and effective, thank you a lot!

By Beto G

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Dec 19, 2020

Excelente curso, mucho aprendizaje, felicidades

By Selin Y G

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Nov 22, 2020

Im glad to take part in this course. Thank you.

By KARABO M

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Sep 22, 2020

this was an exciting course and very benefiting

By Lee X S

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Jun 7, 2020

very insightful and I love all the assignments.

By Alisha K

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May 22, 2020

Best cause till date. Cheers to the professor!

By Felgona O O

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Nov 12, 2019

Excellent. How can I get a certificate for this

By Rodrigo C Q

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Oct 14, 2019

Wonderfull I learn a lot trought this course :D

By Hartanto D

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Jun 2, 2019

This is a great course to learn about branding.

By Ambika G

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Jun 19, 2018

The videos were very usefull and knowledgeable.

By Halina T

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Jul 9, 2023

Excellent Course for those who lead businesses

By Marek B

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Dec 1, 2022

I feel empwerd by the insights of this course.

By bhavesh p

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Apr 18, 2022

extraordinary course for aspring entepronurs .

By Namrata B

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Jun 25, 2021

Loved this course. The delivery was excellent.

By Boumeaza A

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May 6, 2021

useless for me, but it's good for someone else

By Elena C

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Mar 19, 2021

It's a great course!! Thank you for everything

By haroon

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Dec 22, 2020

Excellent practical examples and case studies.

By Thanvir S

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May 30, 2020

Really enlightening course. Thank You Coursera

By Shalabh S

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Feb 8, 2020

One of the best on Coursera. Recommend to all.