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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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2151 - 2175 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Busra G A

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Feb 19, 2021

I really enjoyed it!

By David P

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Nov 29, 2020

Very good instructor

By MD. F S

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Sep 2, 2020

It was a great MOOC.

By Swarnalakshmi

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Aug 23, 2020

Wonderful to adopt !

By Dive A B

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Aug 4, 2020

Professor is great !

By Jaime A M B

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Oct 28, 2019

Totally Recommended!

By Juan F V

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Sep 26, 2018

great course so far,

By Mei S

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Sep 12, 2023

Sangat bagus sekali

By Ko Y

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Aug 18, 2022

great course per se

By Nurlaila I P

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Aug 16, 2022

good for a beginner

By Khyati M

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Jun 29, 2021

very well organised

By Paula B

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May 28, 2021

Its amazing course.

By ELIAS P N

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Feb 11, 2021

Thank you Coursera!

By Narumol K

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Dec 10, 2020

Easy understanding,

By Olesea C

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Jun 16, 2020

Excellent course!!!

By mariela p

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Jun 10, 2020

Really interesting!

By Daniel B

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Apr 24, 2020

Great experience!!!

By Jonathan W

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Apr 8, 2020

Very clear delivery

By Mg T K

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May 9, 2019

I LIKE EXCELLENT...

By Amna A

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Nov 20, 2018

Very understandable

By Julia F d S L

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Jul 15, 2025

Muito aprendizado.

By Beatriz M d S

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Dec 30, 2023

Excellent content!

By Kurt L B

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Aug 4, 2023

loving this course

By Mekala K N 1

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Jul 20, 2023

Very useful course

By Mursaleen S K

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Oct 26, 2022

Very useful course