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

4.9
stars
7,834 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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1901 - 1925 of 2,795 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Raj R

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May 7, 2020

Great depth and insight in this course.

By Sajid A

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Apr 15, 2019

Give interesting knowledge in each step

By Thu H N

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May 3, 2025

I'm so happy about the detailed course

By Diego d c

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Feb 6, 2023

Teached me more than my masters degree

By Matt A

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Mar 9, 2022

So good, very informative and indepth.

By Levite

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Feb 1, 2022

Thank you very much for this greatness

By Amar Z

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Aug 12, 2021

A lot of case studies! Worth the time!

By 3RD E S

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Jan 29, 2021

Great professor. Great course content.

By Alan C B

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Sep 7, 2020

One of the best course I did. loved it

By Kaushiki S

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Sep 4, 2020

really interesting informative course!

By Samiha T

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Jul 11, 2020

Learned so much about Brand Management

By Hawen W

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Apr 27, 2020

Well designed content and resourceful!

By Shubham A

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Nov 1, 2019

It was a nicely put course experience.

By CHIBUZOR A A

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Jul 12, 2022

The course is engaging and educative.

By Christou P

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Aug 24, 2021

Interesting course, Great instructor

By Iris C

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Feb 2, 2021

very interesting with lively examples

By Marina I

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Jan 10, 2021

very interesting and full of examples

By Jurgita

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Nov 4, 2020

Very interesting and valuable course.

By Brian M

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Oct 15, 2020

Fantastic Fantastic Fantastic Course!

By Kirill M

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Jul 8, 2020

Good course! clear and understandable

By Praful S

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Jun 7, 2020

Amazing course with an amazing tutor.

By Himal C

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Jun 3, 2020

Great Experience and amazing content.

By Janice B

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Jun 2, 2020

Enjoyable course!! Super recommended.

By Syed A A Z

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May 4, 2020

This was the best course or Coursera.

By ABHI K

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Apr 21, 2020

One of the best courses in branding !