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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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951 - 975 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ifeoma O

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Oct 12, 2020

Superb!!! I have learnt so much ! thanks to the Prof. Nader Tavassoli, who made everything aspect clear and interesting.

By José P B

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May 16, 2020

Great course, very useful. And it was very illustrated to have real case interviews with top people!! that is a very plus!

By Phenyo M

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Apr 16, 2020

The course is very informative, engaging and challenges how we think about branding and brand alignment. Thank you Nader.

By Hugo S

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Nov 19, 2018

Great view on the approach that all companies that want to thrive should take. Easy to understand and really motivational.

By Abshir c

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Jun 28, 2024

When i was starting the course i have known less about branding, i have learnt more. Its best course i have ever intended

By Kristine A

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Mar 14, 2023

Thanks for this course. It was very interesting and useful for me. I 'll put into the practice the knowledge I learnt.

By Kaifa Y

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May 14, 2022

I feel very glad taking this course. I enjoy the course and will love to take more of Marketing and Branding course here.

By Pauline S

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Jan 15, 2021

Great course! Really enjoyed hearing Mr. Tavassoli's perspective on the course. Very much recommend following the course.

By HQ-David B

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Dec 11, 2020

Great course. Gave me valuable insight into breaking down a brand and methods to incorporate the brand better. Thank you.

By Eliette M

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Aug 17, 2020

Amazing content. I appreciated the way it was presented and the tasks design. Prof. Nader met my expectations and beyond.

By Rekha U M

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Jul 22, 2020

Thank you for delivering a wonderful MOOC. My humble suggestion is to include more examples from Asian perspective too.

By Punnara P

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Jun 6, 2020

I've always wanted to learn more about Brand Management and this course fulfilled my purposed. Nice instructor and VDO !!

By Derryn J

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Apr 25, 2018

Great course. Really engaging and knowledgeable professor. Valuable insights that I have taken into my current workplace.

By Victor A

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Jul 25, 2023

This course was really insightful. I'm grateful to Professor Tavassoli for sharing this immense knowledge with the world

By Adetoye T

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Aug 21, 2021

Wonderful lectures from a great teacher. Thank you Professor, thank you University of London and London Business school.

By Shivam K

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Jul 1, 2021

Best course I ever enrolled, well explained and informative. Thank you London Business School and Prof. Nader Tavassoli.

By Elizabeth N

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Jan 26, 2021

I learned a lot , it was my first time doing anything related to brand management, I'm happy that I tried something new.

By Win C

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Jan 4, 2021

Excellent. Would appreciate having the assignments be graded by an actual TA as well as peers to improve the experience.

By Paramveer S B

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Jun 15, 2020

I really liked to be a part of this course and got many information and techniques to understand about Brand Management.

By Muhammad A J

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Jun 13, 2020

it was an amazing experience, i learned some new concept from this course, and teacher put his best effort in this MOOC.

By Maxime G

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May 10, 2020

I happened to start this MOOC to see what it looked like and got so captivated by Nader that I pursued it until the end.

By Armin J

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Apr 3, 2023

This course is way more than just a course. its practical , useful and 100% worth definitely the time you spend for it.

By Ayman G

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May 5, 2022

Thanks professor Nader for your perfectly and wonderful Moc, I really enjoyed each minute of the course. Your the best

By Tyra F

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Jan 30, 2022

Absolutely fantastic course. Loved the professors style of teaching, its very engaging and makes you want to know more.

By Ayesha H K

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Apr 2, 2021

One of the best course I have taken on Coursera.

Thank you so much Mr. Nader Tavassoli. You are an excellent professor.