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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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1951 - 1975 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Alexandra P P P

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Mar 30, 2021

Best First Course that I have taken

By Ricardo H G

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Jan 3, 2021

An excellent introductory course !!

By Aldrin

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Nov 5, 2020

This is the best course on Coursera

By Sanya A

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Sep 27, 2020

A very well conceptualised course .

By Mohammad A H

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Jul 8, 2020

Excellent course. Well structured.

By PRAMITH C R

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Jul 4, 2020

Tje couse was amazing and wonderful

By Vishwajeet G

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Jun 2, 2020

It was a great learning experience.

By Abdullah S A

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Mar 23, 2020

Open eye course, highly recommended

By Raul N C G

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Feb 15, 2020

Excellent content and presentation!

By Ivanna S

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Nov 19, 2024

Great course, definitely recommend

By Matilde S

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Jul 28, 2024

Amazing course! Thank you so much!

By faezeh d

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Aug 29, 2022

I have enjoyed during this course.

By Patrícia C

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Jan 4, 2022

Good learning and great professor.

By Vũ B H

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Dec 19, 2021

It is so good for beginner like me

By ANVE M E

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Nov 10, 2021

This course was very useful for me

By AFFONSO D

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May 26, 2021

Learned so much with that course!

By Vidushi A

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Aug 16, 2020

It was a great learning experience

By James S

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Jun 20, 2020

Outstanding course!!!!!!!!!!!!!!!1

By Avinash P

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Jun 8, 2020

Excellent course. Very insightful.

By Stefanie S

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May 17, 2020

Such a good and meaningful course!

By Emre S

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May 16, 2020

Great value for money and content!

By Arnold S M

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Apr 20, 2020

Got good insight from this course.

By Jyot K

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Oct 4, 2024

Great leaning with great examples

By Irina F

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Sep 12, 2022

great course, thank you so much!