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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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1001 - 1025 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By setareh f

Dec 29, 2018

A really great course.

It was very useful for implementing my skills.

Thanks Nader Tavassoli for such a great course.

By Varisara S

Oct 14, 2018

This is an amazing course. I learned a lot and the cases that the professor brought up were great. I'm glad I did it.

By Tantelitiana G M D R

Apr 14, 2024

This course changed my life. I am now able to see brand in a different and more professional perspective. Thank you!

By Shubham S

Mar 7, 2023

this is a very great course i enjoyed it very much i want to thank Coursera for allowing me to enroll in this course

By Mohammed R A S

Jul 31, 2021

This Course was well laid out and well articulated. It is well worth it for young managers and even season leaders.

By Benjamin M (

Nov 27, 2020

A good course to understand the importance of branding and how companies care about the brand image in the long run.

By Varuna B

Jul 6, 2020

It was a very interesting course and the instructor was very nice, explained vert well. A big thank you to Mr. Nader

By kiran c v

Jun 14, 2020

Excellent course with University of London/London Business School and instruction, Dr. Nader Tavassoli!

-kiran varma

By AYUSH K

May 27, 2020

Huge fan of the way Prof. Nader explains things. A must course for anyone planning to be a product or brand manager.

By Manoj K T

Jul 22, 2021

Very Good understanding of Brand Management and insight by Professor Nader , very usefull information and examples.

By MAURO V

Apr 16, 2021

Excellent course with very clear explanations and a lot of interesting examples: worth any minute dedicated indeed!

By Sam M

Nov 21, 2020

I have gained a lot more than I thought I would, great course, broken down in a way that any person can understand.

By 536 U R

Aug 31, 2020

very nice, learnt a lot of new things, time management, brand management, aligning, very much happy with the course

By JUILI T

Aug 19, 2020

Truly informative and insightful. The idea of using interviews with tp professionals also made it quite interesting

By Bhanu P

Jul 14, 2020

an awesome journey of branding. the course content is amazing. the delivery is simple and powerful. great insights.

By Ismat A E

Apr 30, 2020

Great course indeed and contain vast knowledge which delivered properly to me about the deepest of Brand Mangement.

By Abhivyakti P

Apr 10, 2020

Great course, highly recommended! Professor Tavassoli makes the journey educational and enjoyable at the same time!

By Kaven R

Jan 3, 2022

how to share my certificate at linkdin......because its shows nothing about sharing the certificate in linkdin...

By Dina R d R

May 19, 2021

Este curso fue muy inspirador y me ayudó grandemente a cambiar mi perspectiva al abordar la gestión de las marcas.

By Rochak A

Apr 24, 2021

I learned a lot. I got to know so much about the 3B's, that is, Business, Brand and Behaviour. Thank you so much !

By ir d

Feb 8, 2021

I think this course has improved me a lot. The lessons were not boring at all. I also liked the given assignments.

By Ksenia W

Feb 2, 2021

the best practical course I have ever studied. I'm super grateful to the professor and all creators of the course.

By Ajinkya K

Nov 26, 2020

The course is easy to understand and clear all the ideas of branding and behaviour of customers towards the brand.

By Enyinnaya O

Oct 8, 2019

Was a good refresher course for me and I enjoyed learning some new concepts and approach to marketing and branding

By oleg k

Feb 10, 2019

Very interesting and exiting. It forces shifting your mind and to glance on the branding process from another side