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

3,757 ratings
1,467 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.

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!

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901 - 925 of 1,458 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Alexander R

Oct 11, 2019

Great introductory course to branding and brand management.

By Renāte Ķ

Dec 7, 2020

High quality and very applicable course. Enjoyed it a lot!

By Advance C B

Nov 21, 2020

Excellent Course, this course will very well put together.

By Emre K

Nov 10, 2020

quite an instructive course. you should definitely try it.

By Karen A G

Aug 26, 2020

This was an awesome experience for me! Highly recommended!


Jun 15, 2020

Highly recommend this to get a deeper insight on Branding!

By Massimo M

May 24, 2020

Excellent course, thank you very much professor Tavassoli.

By Alberto P

May 12, 2020

very good course for marketing strategy, business strategy

By Irene K

Apr 22, 2020

This course helped me start up my own brand and manage it!


Apr 17, 2020

i am in love with the content they provide in this course,

By Eric F

Feb 12, 2020

It was my first MOOC and every week it was a new discovery


Jul 14, 2019

Really amazing course and very well taught by Prof Nader!

By Franco G A

Jun 11, 2019

Very useful, information is up to date and very insightful

By Arianne W

Aug 16, 2018

Great course; eye operners and new ways to look at things!

By meiske a u

Dec 23, 2020

I think Coursera has a very good for upgrade skill talent

By Apoorv G

Aug 3, 2020

This was one of the best online courses i have ever seen.

By Francesca A

Jul 13, 2020

It's very interested and I learnt muchc important concept

By Galina M

Jun 12, 2020

Great course and a very positive approach of the teacher.

By Raffaele L

May 2, 2020

Thank you to Professor Nader Tavassoli, amazing lectures!

By Dhaval K B

Mar 8, 2019

great deal of learning about business,brand and behaviour

By mahnoor

Feb 5, 2021

Thank you to professor. It helped me a lot in my career.

By Stephy S

Sep 14, 2020

Great experience of learning.Thank you Sir.



By Priya U S

Jul 14, 2020

Really a good course for business,gained a lot knowledge


Jul 8, 2020

Best Course, taught many things related to this subject.

By Chavda P M

May 28, 2020

Amazing course!!! One of the Best MOOC i have completed.