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

5,096 ratings
1,914 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

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!

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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1326 - 1350 of 1,936 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By S.M.Imran H

Aug 9, 2020

Nice Journey with the mentor in this course

By rohit s

Jun 19, 2020

Professor Nader Tavassoli is simply superb.

By Marcellinno F d C

May 10, 2020

Such an amazing course! Thank you Coursera!

By Aziel C

Mar 30, 2020

Highly relevant for marketing professionals

By Yang M

Dec 29, 2019

It's the best branding course i had so far.

By Stuart L

Jan 17, 2019

Outstanding and really enjoyed the content!

By Sarra B

Jan 10, 2022

Good course, very engaging and beneficial.

By Bùi L

Nov 9, 2021

Very useful and informative

Many thanks!!!!

By Muhammad A

Jan 8, 2021

Course is pretty skillful. I appreciate it

By Ruta J

Oct 12, 2020

Insightful course, gave me some new ideas.

By Jordan H

Jun 29, 2020

Very insightful and a wealth of knowledge!

By Lynn

Jun 22, 2020

Love gleaning from Prof. Nader! Thank you!


May 9, 2020

An amazing MOOC. Thanks to the instructor.


Apr 17, 2020

Well explained concepts with apt examples.

By Anton B

Mar 30, 2020

A good skills, professor good at marketing

By Keira C

Nov 9, 2021

Very in-depth view into brand management.

By Austyn H

Feb 23, 2021

Learnt alot really awesome course,



Nov 3, 2020

I get a new knowledge and its very useful

By Russell G

Aug 14, 2020

Professor Nader Tavassoli was brillant !!

By Nidal M A A

Aug 7, 2020

Great Job Dr. Nader Tavassoli. Thank you!

By Somnath R C

May 20, 2020


By Aishwarya R

Oct 8, 2019

Great course! I learnt a lot. I loved it.

By Stefano D G

Jan 6, 2022

Great course, interesting and inspiring!

By San T A

Dec 6, 2021

achieved insights about brand management


Oct 25, 2021

Nader Tavassoli is an admirable teacher.