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

4.9
stars
7,835 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

RA

Aug 25, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

SG

Nov 4, 2019

If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better

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1776 - 1800 of 2,795 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Mujtahid A

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Mar 18, 2021

The best course for Brand management, no doubt!

By Constantin

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Feb 24, 2021

Well structured and effective, thank you a lot!

By Beto G

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Dec 20, 2020

Excelente curso, mucho aprendizaje, felicidades

By Selin Y G

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Nov 22, 2020

Im glad to take part in this course. Thank you.

By KARABO M

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Sep 23, 2020

this was an exciting course and very benefiting

By Lee X S

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Jun 7, 2020

very insightful and I love all the assignments.

By Alisha K

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May 23, 2020

Best cause till date. Cheers to the professor!

By Felgona O O

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Nov 13, 2019

Excellent. How can I get a certificate for this

By Rodrigo C Q

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Oct 15, 2019

Wonderfull I learn a lot trought this course :D

By Hartanto D

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Jun 2, 2019

This is a great course to learn about branding.

By Ambika G

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Jun 19, 2018

The videos were very usefull and knowledgeable.

By Gia H N V

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Jan 20, 2026

to be honest you guys should learn this course

By Alisa H

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May 1, 2025

Fantastic class, very interesting and engaging

By Danna E P V

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Apr 1, 2025

excelente contenido muy completo e inspirador.

By Halina T

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Jul 9, 2023

Excellent Course for those who lead businesses

By Marek B

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Dec 2, 2022

I feel empwerd by the insights of this course.

By bhavesh p

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Apr 19, 2022

extraordinary course for aspring entepronurs .

By Namrata B

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Jun 25, 2021

Loved this course. The delivery was excellent.

By Boumeaza A

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May 7, 2021

useless for me, but it's good for someone else

By Elena C

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Mar 19, 2021

It's a great course!! Thank you for everything

By haroon

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Dec 23, 2020

Excellent practical examples and case studies.

By Thanvir S

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May 30, 2020

Really enlightening course. Thank You Coursera

By Shalabh S

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Feb 8, 2020

One of the best on Coursera. Recommend to all.

By Luiz S

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Nov 10, 2023

Excellent content!!! I strongly recommend it.

By PRATIKSHYA K P V

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Aug 3, 2022

Great learning experience.

Thank You Coursera.