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Learner Reviews & Feedback for Brand Management: Aligning Business, Brand and Behaviour by University of London

4.9
stars
7,381 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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1401 - 1425 of 2,659 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Kutloano C L

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May 23, 2022

Very informative course and a great foundational work to brand management

By Kesa B

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May 13, 2022

it was a great in depth learning course in understanding brand management

By Lorine T

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Mar 24, 2022

There are no enough column inches to rate this course. It is exceptional!

By Yuichi K

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Sep 24, 2021

I learned a lot of new concepts for brand management through this course.

By Osajele s

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Dec 26, 2020

Great course!!!!!! Excellent teaching skills! I recommend it for everyone

By Marcelo C

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Dec 25, 2020

Very good summary and compendium knowledge about present Brand Management

By Farore O

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Dec 22, 2020

it has broadened my mind on the importance of brand to consumer behavior.

By ECE E

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Dec 1, 2020

By far one of the best courses on Coursera. My thanks to Prof. Tavassoli.

By Ayodeji A

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Oct 15, 2020

Awesome Course!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Prof. delivery is on point!

By Haneen A

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Aug 15, 2020

I have learnd many things I will use them in the future.

Thank you so much

By Anai S

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Aug 14, 2020

Great course I loved how dynamic it was, the interviews and the material!

By Daniel D

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Jun 24, 2020

This is one of the best coursera courses I've ever done. Well done Nader!

By Katie

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May 1, 2018

Great course with useful insights. Very well presented and content clear.

By Isaac B

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Oct 3, 2024

It is an excellent course for anyone keen on improving Brand Management.

By Munabila C

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Mar 23, 2022

Thank you so much, I really enjoy everything I learned from this course.

By Mohamed R

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Aug 29, 2021

Learned about the importance of employee involvement of building a brand

By Satyaki B

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Jan 25, 2021

Great course. Got to learn a lot of insights regarding Brand management.

By Daniel Á G

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Nov 30, 2020

So interesting. It helped me to see brand management in a different way.

By Ankur P

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Jul 14, 2020

This course will give you a very good understanding of what branding is.

By Andrei V M

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May 24, 2020

Amazing course. Full of useful information and offers great assignments.

By Gagan K

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May 20, 2020

Excellent Professor with Great Course delivery with lot of Good examples

By Zaddil H R

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May 16, 2020

Professor Nader was so specific and its pleasure doing a course with him

By Winnie W W

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Nov 1, 2022

got a new angle on how brands behave and how they hope to be looked at.

By Annie G

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Oct 10, 2022

This is one of the most wholesome course I got on Branding. Go for it!