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

3,946 ratings
1,546 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

Apr 19, 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!

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.

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826 - 850 of 1,536 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Sara S

Mar 29, 2021

Nader Tavassoli was a fantastic course leader, and the course was very valuable.

By Doaa H I H

Mar 21, 2021

Although I have studied marketing before, this course adds new dimensions to me.

By Pragya R

Feb 8, 2021

Nader has explained the concepts very well. I have learned a lot in this course.

By Gaurav S

Dec 2, 2020

Very Informative and practical based scenario helps to understand course better.

By Thanga I S

Aug 10, 2020

I absolutely loved the course and I thank Nader Travassoli has done a great job!

By Kebbeh T

Nov 9, 2020

Very great course, a better understanding of brand management. Great community.

By Amy E U

Sep 14, 2020

I enjoyed the course and learned a great deal about the many aspects of a Brand

By Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

By Ritu Y

Jan 17, 2021

Excellent course especially for the once who want to start career in branding,

By Sonia H

Oct 18, 2020

Very motivating and educational the lecturer is knowledgeable and articulative

By Tamelyne V T

Aug 25, 2020

Thank you so much for an exciting course. I really enjoyed it and learnt alot

By Videhi P

Jul 13, 2020

absolutely loved the course . this is a great course for a beginner and worth

By Алина Б

Jun 16, 2020

Great Marketing Course! Very useful info, a good teacher and interesting tasks


Jun 14, 2020

Very Good and clear teaching with excellent Example and Interview of Top CEO'S

By Sudhanshu K

Jun 8, 2020

One of the FINEST courses on Internet....Simply Loved it🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰

By Riaj A

May 27, 2020

This is overall a great journey and a great experience learning from the best.

By Syed M S

Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

By Margarita S

Nov 30, 2020

Great course! Very interesting information, high quality of visual materials!

By Nève F

Nov 7, 2020

Course very interesting and clear ! It was a pleasure to follow this course !

By Dr. R P

Oct 25, 2020

Excellent course with excellent material and excellent faculty, Nadell Rocks!

By Rimsha T

Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

By Deleted A

Oct 11, 2020

Truely the best course on coursera, what a professor, what a course, amazing

By jurate

Oct 10, 2020

it was really good and i learned a lot about how business brand and behavior

By Nidhi R

Sep 7, 2020

Amazing learning experience.It inculcates a passion for managing the brand:)

By Santosh k S

Jun 27, 2020

I really love this course. now I can thinking to launch a product in market,