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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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1026 - 1050 of 2,783 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Katrin A O

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Jun 26, 2020

Very enlightening. There are a lot of interviews with professionals that explain the concepts of Professor Tavassoli.

By Valeria M

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Jun 24, 2020

Thanks Professor Nader Tavassoli, after this MOOC I can say I see bussiness and brands totally from a different view.

By Vera B

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Jun 9, 2020

Great insights, interesting new approaches, very modern and strategic way of thinking - would do it again every time!

By Laura

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May 11, 2020

Me ha sorprendido gratamente este curso. Contenido y ponentes de gran calidad y relevancia. Lo recomiendo totalmente.

By Zeeshan K

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Feb 7, 2020

Excellent course learnt a lot of detail about business and behaviour. The way of teaching by the tutor is commendable

By Matthew T

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Aug 3, 2019

This course is very well-done and I can say that I have truly learned and changed my perspective on Brand Management.

By setareh f

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Dec 29, 2018

A really great course.

It was very useful for implementing my skills.

Thanks Nader Tavassoli for such a great course.

By Varisara S

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Oct 14, 2018

This is an amazing course. I learned a lot and the cases that the professor brought up were great. I'm glad I did it.

By Tantelitiana G M D R

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Apr 14, 2024

This course changed my life. I am now able to see brand in a different and more professional perspective. Thank you!

By Shubham S

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Mar 7, 2023

this is a very great course i enjoyed it very much i want to thank Coursera for allowing me to enroll in this course

By Mohammed R A S

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Jul 31, 2021

This Course was well laid out and well articulated. It is well worth it for young managers and even season leaders.

By Benjamin M (

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Nov 27, 2020

A good course to understand the importance of branding and how companies care about the brand image in the long run.

By Varuna B

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Jul 6, 2020

It was a very interesting course and the instructor was very nice, explained vert well. A big thank you to Mr. Nader

By kiran c v

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Jun 14, 2020

Excellent course with University of London/London Business School and instruction, Dr. Nader Tavassoli!

-kiran varma

By AYUSH K

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May 27, 2020

Huge fan of the way Prof. Nader explains things. A must course for anyone planning to be a product or brand manager.

By Manoj K T

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Jul 22, 2021

Very Good understanding of Brand Management and insight by Professor Nader , very usefull information and examples.

By MAURO V

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Apr 16, 2021

Excellent course with very clear explanations and a lot of interesting examples: worth any minute dedicated indeed!

By Sam M

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Nov 21, 2020

I have gained a lot more than I thought I would, great course, broken down in a way that any person can understand.

By 536 U R

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Aug 31, 2020

very nice, learnt a lot of new things, time management, brand management, aligning, very much happy with the course

By JUILI T

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Aug 19, 2020

Truly informative and insightful. The idea of using interviews with tp professionals also made it quite interesting

By Bhanu P

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Jul 14, 2020

an awesome journey of branding. the course content is amazing. the delivery is simple and powerful. great insights.

By Ismat A E

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Apr 30, 2020

Great course indeed and contain vast knowledge which delivered properly to me about the deepest of Brand Mangement.

By Abhivyakti P

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Apr 10, 2020

Great course, highly recommended! Professor Tavassoli makes the journey educational and enjoyable at the same time!

By Kaven R

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Jan 3, 2022

how to share my certificate at linkdin......because its shows nothing about sharing the certificate in linkdin...

By Dina R d R

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May 19, 2021

Este curso fue muy inspirador y me ayudó grandemente a cambiar mi perspectiva al abordar la gestión de las marcas.