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

4.9
stars
7,580 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

Apr 20, 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!

SS

May 25, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

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1776 - 1800 of 2,719 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Olivia. T

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Jul 18, 2022

I really loved the delivery. Really engaging

By BERİL U

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Nov 6, 2021

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By Shreyansh C

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Oct 3, 2021

very informative and very innovative technic

By Matthis P

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Jul 19, 2021

very easy to follow, Dr. Tavassoli is great!

By Preen N

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Jun 8, 2021

Very informative. Thank you Nader Tavassoli.

By MANISHA R S

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Jun 24, 2020

amazing course and examples highly recommend

By Miguel A

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May 19, 2020

Many thanks for a very comprehensive course.

By Farzana S

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Apr 13, 2020

I have learned a lot about brand management.

By ASHISH B

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Apr 4, 2020

Very good and informative course on branding

By pratyush g

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May 24, 2019

A fantastic course for budding entrepreneurs

By Kayla S

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May 17, 2019

Great information and wonderful interaction.

By Mariano G

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Sep 18, 2024

Really good way to start on the Brand path!

By Kamalini M

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Sep 8, 2024

Excellent MOOC, insightful and informative!

By AISHWARYA G

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Sep 4, 2022

Very well explained and excellent Professor

By Camila d S S N

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Dec 7, 2021

Excelente curso, eu amei fazer parte disso!

By 0736_Muskan V

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May 26, 2021

Very Informative Course.You must opt for it

By Ruan B

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Jan 4, 2021

Very insightful and presented innovatively!

By Sivakumar

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Oct 10, 2020

Fantastic! must for Branding professionals.

By Mangesh K

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Sep 19, 2020

Detail about the brand and its way to grow.

By Charuka A

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Sep 5, 2020

Very easy to understand. Highly recommended

By S.M.Imran H

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Aug 10, 2020

Nice Journey with the mentor in this course

By rohit s

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Jun 19, 2020

Professor Nader Tavassoli is simply superb.

By Marcellinno F d C

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May 10, 2020

Such an amazing course! Thank you Coursera!

By AZ C

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Mar 31, 2020

Highly relevant for marketing professionals