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

4.9
stars
7,803 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

SF

Jan 5, 2022

An excellent course which gives you insights about how to bring alignment between the 3B's of a company by the professor who gives apt examples which helps you to understand the concepts better.

EH

Jun 14, 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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1926 - 1950 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Chua H L

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Oct 8, 2022

Very easy to follow and informative

By KHUSHI S

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Dec 30, 2021

Coursera helped me learn new things.

By jaspreet s

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Dec 20, 2021

great course with abundant knowledge

By Renée M

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Aug 24, 2021

great course work and good questions

By Jonathan O O V

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Aug 11, 2021

Excellent professor. Real-life cases

By Ankit S

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Jul 25, 2021

Wonderful Course...Amazing Learnings

By Christine W

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Mar 9, 2021

Excellent professor, great learning!

By THANDILE K

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Sep 30, 2020

Greatest course on brand management.

By LUISA F O B

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Aug 20, 2020

I loved this course and the content!

By Anuj K

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Jul 1, 2020

One of the best MOOC on 'Marketing'.

By Sandali V

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May 29, 2020

Great MOOC by Prof. Nader Tavassoli!

By Tirthankar M

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May 25, 2020

Good insights from across industries

By Eduardo R

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May 23, 2020

Very educational and engaging course

By Pelin G

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Apr 25, 2020

amazing tutor and amazing programme!

By Anna L

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Jun 18, 2019

Great course! Every week is full on!

By ANUSHA S

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Nov 10, 2018

best course i have learn many more..

By Addarrell A F

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Jul 14, 2025

Love this course and the instructor

By Hanan S

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Jan 20, 2025

Highly Recommended for any marketer

By Sebastián A M V

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Oct 22, 2023

Fun and entertaining. Great course.

By Ayomidotun O

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Apr 3, 2023

Great course, I really learnt a lot

By Dipankar D

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Dec 9, 2022

Good course will recommended other.

By Mina F

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Mar 22, 2022

Great Course for marketing begginer

By Mily G

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May 20, 2021

I learned so much with this course.

By DAN Z

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May 10, 2021

Fantastic brand manage perspective！

By RAJATAVA M

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Apr 19, 2021

Great Course on Brand Management!!!