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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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1551 - 1575 of 2,681 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Shuvam C

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Jul 8, 2020

Very informative, constructive enriching learning experience

By Sudarshan B

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Jun 4, 2020

excellent instructor.I want do more course under instructor.

By Zhirosh K

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Mar 31, 2020

Thank you, the course touched more aspects, than I expected!

By Rishabh S

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Feb 7, 2019

It was awesome, i wish it included some Analytics part also.

By Asif H

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Aug 28, 2024

The instructor was very clear & details about all concepts.

By Meta M

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Dec 30, 2022

learning knowledge that applicable and very related in real

By Jyoti S

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Nov 2, 2022

very interesting course for marketeers and business owners!

By Leonardo T

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Jun 18, 2022

great course! I learned a lot things and concepts! Thanks!

By Andrea M

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Feb 25, 2021

A brand new perspective, and a lot of interesting concepts.

By Kayahan A

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Nov 16, 2020

Many thanks for all experience. Great course and materials.

By LAM F Y I

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Jun 1, 2020

Very good inside-out angle of branding. It changed my mind.

By Prarthana

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Apr 27, 2020

One of the best MOOCs I've ever attended. Brilliant course!

By Paula C P

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Mar 25, 2020

Excellent course to be introduced in the world of branding!

By Esteban

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Dec 28, 2019

Great course !!! I enjoyed a lot. It was a value journey =)

By Alexander R

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Oct 11, 2019

Great introductory course to branding and brand management.

By Muhammad R P

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Jan 29, 2024

Good Course for me. Thanks, Coursera and instructors team!

By Adiatma K

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Aug 6, 2023

amazing experience! Prof. Nader is an outstanding teacher!

By Abdelrahman A

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Nov 12, 2022

Making you aware of everything related to building a brand

By Samantha N

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Jul 19, 2022

Deeply insightful and delivered in a highly digestable way

By Jain D

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Mar 29, 2022

worth learning, have successfully learned many new things.

By Eka D

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Feb 19, 2022

I really learn many things regarding brand management here

By Bárbara P

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Sep 12, 2021

Great course, useful insights and key take aways to apply!

By HITESH B

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Aug 11, 2021

Fantastic course. Mr. Nadar's teaching style is the best!!

By Valentina G L

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Jun 24, 2021

Excellent course, very clear explanations and very dynamic

By Renāte Ķ

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Dec 7, 2020

High quality and very applicable course. Enjoyed it a lot!