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

4.9
stars
3,961 ratings
1,552 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

AS
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!

SS
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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951 - 975 of 1,544 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Zhirosh K

Mar 31, 2020

Thank you, the course touched more aspects, than I expected!

By Rishabh S

Feb 7, 2019

It was awesome, i wish it included some Analytics part also.

By Andrea M

Feb 25, 2021

A brand new perspective, and a lot of interesting concepts.

By Kayahan A

Nov 16, 2020

Many thanks for all experience. Great course and materials.

By LAM F Y I

Jun 1, 2020

Very good inside-out angle of branding. It changed my mind.

By Prarthana

Apr 27, 2020

One of the best MOOCs I've ever attended. Brilliant course!

By Paula C P

Mar 25, 2020

Excellent course to be introduced in the world of branding!

By Esteban

Dec 28, 2019

Great course !!! I enjoyed a lot. It was a value journey =)

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!

By SRUSHTI K

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!

By HARSHIT S

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

By NEHA M

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