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

5,139 ratings
1,930 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.

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!

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1876 - 1900 of 1,953 Reviews for Brand Management: Aligning Business, Brand and Behaviour


Jun 4, 2020

really enjoyed the course, especially the examples of real companies and their experiences were very informative.

By Aron A E

Oct 7, 2020

This course was exceptional. I highly recommend it and encourage its enrollment. You will not be disappointed.

By Pulkita V

May 13, 2020

The concepts were explained well. Interviews with people working professionals help understand it better.

By Adcon S

Oct 11, 2020


By kay

Apr 20, 2020

great course. but when going forward all the focus was on employer branding. didn't expact that..

By Sheetal S P

Jun 4, 2020

A good course for understanding branding from an outside in as well as inside out perspective.


Aug 8, 2020

With the best faculty and thoroughly explained each module with the help of current examples.

By Ayushree S

Aug 8, 2020

The content was good and the topics were explained in an understandable and relatable way.

By Piyash P

May 2, 2020

Unfortunately due to the recent turn of events could not catch up. Hope to start soon

By Настя Л

Mar 1, 2021

I think it is a fascinating course and very possible for brand manager and also SEO!

By Eitan P

May 13, 2020

The course is great! actually one of the best that I have encountered on Coursera.


Jul 29, 2020

The concepts were explained very well. A great course for all brand enthusiasts.

By Luke T

May 17, 2020

Good course to refresh as well as learn new insights and thoughts on Branding

By Maramreddy S

Sep 10, 2018

very good to get an understanding about brands and how should they be aligned

By Massimo O

Jun 3, 2020

the course is very well formulated even if the examples should be updated

By Vama G

Jul 21, 2021

Very informative and helpful. The examples and interviews helped a lot.

By Karla A

Sep 12, 2021

​It's a very good refresher for those interested in brand management.

By Corgi K

Nov 7, 2021

It's a good class I just like the crash course one on youtube better

By sodipo k

Feb 22, 2021

It is an eye-opener to potentials that are dormant within a brand.

By tommaso r

Jun 30, 2020

very nicely done, some topics will be very important for everyone

By Muhammad F A

May 10, 2020

It was amazing in the start but later it became a little boring.

By Anurag K

Aug 7, 2021

r​eally good course, farely well covered and it helped me a lot

By Kgosi T

Sep 5, 2020

Easy and life changing branding principles highly recommend it

By Varsha C

Oct 2, 2020

Good needs to be updated a bit with more current examples.

By Sriramani M

Jul 31, 2021

If followed and learnt diligently , can help a lot.