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

4.9
stars
7,457 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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2551 - 2575 of 2,681 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Kaili S

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Apr 25, 2020

Very helpful and I learned a lot. With some professional marketing terms, but everyone can definitely catch up these.

By Lauren M

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Jul 3, 2020

Lots of great information on branding. Up-to-date models and information and very in-touch with the modern consumer.

By KAREENA P

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Jun 4, 2020

really enjoyed the course, especially the examples of real companies and their experiences were very informative.

By Aron A E

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Oct 7, 2020

This course was exceptional. I highly recommend it and encourage its enrollment. You will not be disappointed.

By Pulkita V

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May 13, 2020

The concepts were explained well. Interviews with people working professionals help understand it better.

By Adcon S

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Oct 11, 2020

GOOD LEARNING VIDEOS WITH INTERVIEWERS VEDIOS. OVERALL THE QUIZ IS ALSO BASED ON IN DEPTH STUDY

By kay

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Apr 20, 2020

great course. but when going forward all the focus was on employer branding. didn't expact that..

By Sheetal S P

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Jun 4, 2020

A good course for understanding branding from an outside in as well as inside out perspective.

By anand k

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Jul 24, 2022

The course is good for people who want to understand more about market research and branding.

By SHASHANK G

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Aug 8, 2020

With the best faculty and thoroughly explained each module with the help of current examples.

By Laura F

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Dec 29, 2024

Great course with a broad range of real-life examples and companies throughout the modules.

By Ayushree S

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Aug 8, 2020

The content was good and the topics were explained in an understandable and relatable way.

By Piyash P

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May 2, 2020

Unfortunately due to the recent turn of events could not catch up. Hope to start soon

By Анастасія Л

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Mar 1, 2021

I think it is a fascinating course and very possible for brand manager and also SEO!

By oluwabunmi A

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Sep 4, 2024

The course is quite detailed has it manages to break down very complex brand parts

By Eitan P

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May 13, 2020

The course is great! actually one of the best that I have encountered on Coursera.

By GORTI K M

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Jul 29, 2020

The concepts were explained very well. A great course for all brand enthusiasts.

By Luke T

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May 17, 2020

Good course to refresh as well as learn new insights and thoughts on Branding

By sanath r

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Sep 10, 2018

very good to get an understanding about brands and how should they be aligned

By Massimo O

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Jun 3, 2020

the course is very well formulated even if the examples should be updated

By Inarat f

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Oct 18, 2024

I really loved the way this course was taught, Kudos to the instructor.

By Vama G

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Jul 21, 2021

Very informative and helpful. The examples and interviews helped a lot.

By Karla A

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Sep 12, 2021

It's a very good refresher for those interested in brand management.

By Sara S

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Nov 9, 2024

Good course, i enjoyed it and learned quite a lot, thanks for this!!

By Sandeep K y

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Jul 18, 2022

this is really amazing. it's very helpfull to understand about brand