Chevron Left
Back to Brand Management: Aligning Business, Brand and Behaviour

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

4.9
stars
7,076 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

SS

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!

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.

Filter by:

901 - 925 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Shivam G

Jun 5, 2020

All the assignments and quizzes were really good and explorative. The way Prof. Nader Tavassoli explained the topics was great.

By Steve F

May 26, 2020

An informative and in-depth course that provided me with far more relevant information than I'd imagined it would. A 'must-do'.

By Nicole S

Feb 1, 2023

The best course I've taken in years - interesting information, well presented, with thoughtful exercises. Highly recommend!!!

By Hadi E

Sep 12, 2022

It was great. I want to thank Coursera, London Business School, and professor Nader Tavassoli for his wonderful presentation.

By Ami S

Nov 22, 2021

the most entertaining yet educational course I've taken. Thanks to the professor for all the great lessons. Highly recommended

By MAHVISH

May 16, 2021

It’s been great to learn this course from Sir , have learnt many things in a very short period

Really thankful for this course

By Gloria M N

Aug 13, 2020

Great course! The teacher explains very clearly and uses real life examples with companies of different sectors to illustrate.

By Sahil V

May 28, 2020

A must take course for everyone who wants to learn essence of creating strong Brands and also the modern paradigm for the same

By Jeff N

Oct 21, 2022

I learned a lot on this course highly recommended thanks to cousera and to school who shared this kind of idea more power.

By Sheikh A H

Mar 2, 2021

I have enjoyed the course very much through the in depth knowledge and valuable recourse shared by Prof. Tacassoli. Inspiring

By Tshilomba l

Feb 10, 2021

With today business world, this MOCC will give more confident to those attending it.

The class enhance my marketing knowledge.

By Gunjan S

Sep 14, 2020

Am excellent course. It was very informative and a great learning experience. Looking forward to more learning opportunities.

By kavit k

Jun 20, 2020

Great course and wonderful trainer.Heartiest thanks for opportunity to learn. Going to be much beneficial in my future tasks.

By Claudia R

May 26, 2020

An amazing course, very well explained. I will definitely take another course of the school's program or the teaches as well.

By urooj k

Sep 10, 2022

Good Course for understanding the concepts in Branding, Business and Behaviour. Very lucid and lots of industry interviews.

By Madhulika D

Oct 19, 2020

It is a great course, especially for management students, but also otherwise. The concept of branding explained really well.

By Diana P

Sep 13, 2020

Absolutely stunning way of teaching of Mr. Tavassoli, great examples, fun to watch and really useful and insightful content.

By Allen H

Jul 24, 2020

This is one the best course if you want to know how the brand relates to the business and the behaviour of its stakeholders.

By Cristo N

May 30, 2020

This is an excellent course that will help you understand that a brand is a whole entity, I loved it. Greetings from México!

By Tanya M

May 2, 2020

Amazing Course. Gained a great deal of learning through this. If you are in the field of marketing this course is a must-do.

By Ingrid N A A

Apr 17, 2020

Really good course, the professor explains very well the concepts, he goes very deep inside each one. I highly recommend it!

By Siddesh K I

Oct 22, 2019

One of the very best to actually understand how brands must be perceived and handled in the modern-day business environment!

By André B

Jul 10, 2019

Nader makes a fantastic job explain everything in a very smart and easy to understand way. Loved every minute of it, thanks!

By Antonio P A

Jan 17, 2019

Excellent course! Good marketing concepts well explained and lots of interesting interviews with prominent business leaders.

By Butaeva D R

Dec 11, 2022

The course is very interesting, but for people who gonna learn with russian subtitles be attentive, its not always correct.