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

4.9
stars
7,750 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

GT

Jun 9, 2020

excellent professor to start with. His lectures, the interviews he provided, his assignments were so on point - i am done knowing that i got so much more than just reading a book about this topic.

EH

Jun 15, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

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1501 - 1525 of 2,771 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Victor O

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Mar 9, 2022

This is the best MOOC I have taken ever. Thank you, professor Nader.

By WEI C H

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Jan 20, 2022

Highly recommend!! Great course with well design and nice Instructor

By Andres F C F

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Jan 19, 2021

Great experience. Magnificent way to communicate concepts. Thank you

By Cate F

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Dec 4, 2020

Great course, I really liked it. Has incredible topics and examples.

By Prashant T

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May 25, 2020

Great course for any one wanting to learn how great brands are made.

By Ravi K D

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May 14, 2019

Thought provoking, and full of action items. Loved the challenge !!

By Jacqueline C

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Jan 30, 2019

For marketing people, this is a great course to change your mindset!

By Chidi O

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Jan 1, 2025

This course was exceptional for me. Really made my year. Thank you

By Юлия В

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May 31, 2024

Excellent course with plenty of examples and good theoretical base!

By Sadhana M K

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Jun 29, 2023

i like this course because of the marketing Mix the course was good

By Adebowale S

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Feb 18, 2023

This course is well explained. The instructor knows his onions 100%

By Mirza H S

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Dec 18, 2022

This Course is great opportunity for learning and boost your skills

By Anjani S S

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Sep 21, 2022

Very interesting course, and very well delivered by the instructor

By Vivian O

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Jul 24, 2022

I am grateful that now iI can continue learning, thanks to cousera.

By Ketaki B

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Jan 18, 2021

Provides a modern approach to traditional brand management notions.

By Onah D

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Jan 9, 2021

Truly informative and empowering... Made me a better brand manager.

By parassingh t

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Jul 12, 2020

I learned a lot from this course and it change my view for branding

By Nikhila R R

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Jun 25, 2020

Great content and wonderful explanation by Prof. Worth every penny.

By Drobyshevski A

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Mar 10, 2023

Good approach for managind experiences for customers and emploees!

By Samuel O

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Nov 20, 2022

The course was very informative and the presentation was excellent

By Marcelo C

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Oct 21, 2022

Many thanks you very much to all involved on this terrific course

By Santee G

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Jun 10, 2022

Great course with international content, Instructor was Fantastic!

By Luis L S

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Aug 16, 2021

Top class teaching and course quality, It was beyond expectation !

By Paola B

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Aug 9, 2021

Great course full of interesting insights: perfect for beginners.