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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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1726 - 1750 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Luiz S

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Nov 10, 2023

Excellent content!!! I strongly recommend it.

By PRATIKSHYA K P V

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Aug 3, 2022

Great learning experience.

Thank You Coursera.

By Tamar C

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Mar 27, 2021

Mr. Nader Tavassoli, thank you for this MOOC!

By Rodi I

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Mar 5, 2021

Excellent course and impeccable presentation!

By Rashel A

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Nov 30, 2020

Its a combination of great learning sessions.

By Dr.Sayan R

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Jul 7, 2020

A great, hopefully a life changing experience

By Yuliya C

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Jun 9, 2020

Very useful course, all themes with examples.

By Vitor A

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Jun 1, 2020

Indispensable for modern mkting professionals

By Khushi D

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May 22, 2020

Well taught , clear explanations and examples

By GAURAV B

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May 22, 2020

Great Learnings with new Paramount experience

By Prashant

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Feb 18, 2019

This course is need for any marketing student

By Vusal S

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Nov 21, 2018

The best explanation. I recommend this to all

By Danilo D P

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Jul 14, 2024

Great Professor, great subjects. Super cool!

By Jude A

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May 28, 2023

It was an unmatched learning!!!!! Indeed!!!!

By Elena F

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Jan 5, 2023

One of my favorite professors. Great course!

By Olivia. T

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Jul 18, 2022

I really loved the delivery. Really engaging

By BERİL U

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Nov 6, 2021

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By Shreyansh C

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Oct 3, 2021

very informative and very innovative technic

By Matthis P

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Jul 19, 2021

very easy to follow, Dr. Tavassoli is great!

By Preen N

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Jun 8, 2021

Very informative. Thank you Nader Tavassoli.

By MANISHA R S

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Jun 24, 2020

amazing course and examples highly recommend

By Miguel A

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May 19, 2020

Many thanks for a very comprehensive course.

By Farzana S

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Apr 12, 2020

I have learned a lot about brand management.

By ASHISH B

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Apr 4, 2020

Very good and informative course on branding

By pratyush g

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May 24, 2019

A fantastic course for budding entrepreneurs