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

5,139 ratings
1,930 reviews

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

Oct 22, 2020

Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.\n\nVery insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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1251 - 1275 of 1,953 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Wong C H

Apr 23, 2020

It is worthy for me to learn about Brand Management.

By Cristina S

Nov 4, 2018

Amazing approach in branding, I highly recommend it.

By Iñaki D d R

Nov 1, 2021

Easy to understand. Insightful. Full of examples.

By David M

Jun 25, 2021


By Ashutosh s

Mar 20, 2021

from this module, i have learnt practical examples.

By B. I W

Nov 12, 2020

This course is very helpful for beginner. Thank you

By Indrajeet V A

Oct 1, 2020

This course added great value to my overall career.


Sep 28, 2020

Very Insightful, Expository, and Thought-provoking.

By Rajesh.R

Aug 19, 2020

Excellent Course. Lots of Knowledge Gained from it.

By achyut k

Jul 8, 2020

There is so much to learn in this course. Thank you


Jun 19, 2020

it was awesome journey during completion of course.

By Vivek B

Feb 22, 2020

Awesome course, I thoroughly enjoyed the experience

By sanjana r

Mar 11, 2019

Excellent explanation with understandable examples.

By Anuradha P

Jan 18, 2022

Nice course for understanding brand its management

By Ramuthu H S

Aug 29, 2021

Gained a lot of knowledge about Brand Management !

By zubin s

Jul 6, 2021

great insights on brand, businesses and behaviour.


Apr 21, 2021

Iit's very useful and I learned so many new stuffs

By Hashmat N

Feb 9, 2021

Great course and well explained by professor Nader

By kenji s

Dec 14, 2020

Enjoyed this course immensely thank you professor!


Nov 2, 2020

its been really fun to study with coursera


By Julia C L

May 8, 2020

It was an amazing course. I learned a lot. Thanks!

By Begüm K

Feb 24, 2020

this course was very explanatory,i've learned alot

By Georgios T

Dec 1, 2018

A very useful guide for branding. Simple and clear

By Quỳnh D

Dec 22, 2021

this course is so meaningful for me. Thanks a lot

By Вадим Г

Dec 11, 2021

This course changed my world!!! Thank you, Nader.