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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

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!

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.

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2076 - 2100 of 2,681 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Prabhat G

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Jun 7, 2020

This was awesome mooc

By Peter D

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Apr 23, 2024

I loved this course.

By Clara P C

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Jun 9, 2023

A very useful course

By Mohamed A

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Mar 1, 2023

Very valuable Course

By Zemtsov A

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Jan 7, 2023

Very sharp and clear

By Rhoda A

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Oct 31, 2022

Very well delivered.

By Polina L

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Jun 10, 2022

great course thankx

By Ejaz S

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Mar 6, 2022

very Amazing Course

By Kshitij S

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Mar 4, 2022

wonderful learnings

By GIAN M O

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Jul 18, 2021

Very Good Professor!

By Muhammad A I

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Jul 8, 2021

excellent experience

By Busra G A

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Feb 20, 2021

I really enjoyed it!

By David P

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Nov 29, 2020

Very good instructor

By MD. F S

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Sep 2, 2020

It was a great MOOC.

By Swarnalakshmi

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Aug 24, 2020

Wonderful to adopt !

By Dive A B

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Aug 4, 2020

Professor is great !

By Jaime A M B

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Oct 28, 2019

Totally Recommended!

By Juan F V

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Sep 27, 2018

great course so far,

By Mei S

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Sep 12, 2023

Sangat bagus sekali

By Ko Y

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Aug 18, 2022

great course per se

By Nurlaila I P

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Aug 16, 2022

good for a beginner

By Khyati M

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Jun 29, 2021

very well organised

By Paula B

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May 28, 2021

Its amazing course.

By ELIAS P N

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Feb 11, 2021

Thank you Coursera!

By Narumol K

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Dec 11, 2020

Easy understanding,