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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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1501 - 1525 of 2,681 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ahana G

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Jun 7, 2020

An absolutely amazing professor! Had a great learning experience.

By Amol R

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May 19, 2020

Excellent course for Branding Professionals and Business Leaders.

By Kinjal J

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May 18, 2020

Very informative, helped grasp the concepts in a very unique way!

By Carlota B

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Apr 29, 2020

I have learned a lot, personally the best course I have ever done

By Sunny

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Feb 26, 2020

Great makes me think about the branding course. great assignments

By Elizardo P

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Oct 9, 2024

exceptionally solid course WITH MANY MANY examples to learn from

By ayomide a

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Oct 8, 2024

Thanks to Coursera and the entire team. Great learning platform!

By Yusak A

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Mar 25, 2023

Excellent knowledge and very easy to implement at the workplace.

By Monica R

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Oct 24, 2022

O curso é realmente muito bom. O professor é excelente. Adorei.

By Panitan O

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Sep 1, 2022

The instructor was very calm in his manner. His method is great.

By Raphael U

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Aug 10, 2021

Great course, excellent lecturer, wonderful learning experience!

By Gora P G

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Dec 15, 2020

One of the best lecturers, great knowledge, interesting details!

By Annisa C F

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Jun 14, 2020

A great course to start understanding what makes a strong brand.

By S A

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May 28, 2020

A very good course to get started on brands. Highly recommended.

By Taruchhaya N

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May 26, 2020

Great study material and lots of learning. Very nicely designed.

By Martin N

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Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

By Donald B H

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Aug 19, 2018

A very good course with new theory and many cases and examples.

By José P

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Dec 31, 2024

Excelente curso. El profesor lo hizo con pasión. Recomendado!!!

By samarth c

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Feb 9, 2023

Exceptional MOOC Course, I must say

I had an Awesome Experience.

By salman a

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Aug 6, 2022

best for business education, i prefer you people should do it.

By Raihana M

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Jun 10, 2022

well explained. Loved the use of real case studies from brands

By Jasmine C

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Jul 19, 2021

This course is a great course, i have learn so much from this.

By Sarthi V

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Jun 7, 2021

A big thank you to Nader and the production team. Great course.

By Pramod M

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May 28, 2021

the best faculty and the course resourse i have seen in my life

By Rachelle M

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Mar 7, 2021

Very insightful, inspiring! I learned a lot from this course!!!