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

7,173 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


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I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.

Thanks once again!


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It was outstanding, as an Iranian, I have been fully satisfied with Mr. Tavassoli's great expertise in his field, I have learned a lot and may the best happens to all those who passed the course!

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176 - 200 of 2,608 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By jasmine s

Jul 9, 2020

This course has been carefully carved out to redefine the modern approach to brand management. I learned how brand itself is strategy. The course materiel and the assignments gave me a deeper insight into aligning brand purpose and brand promise with the how it has to be delivered. Extremely thankful to Prof. Nader, looking forward to join for more MOOCs from you.


By Sathyanarayanan m

May 26, 2020

This is my first course with Coursera I and it's been awesome . The way the professor took it with explanations along with case-studies was really excellent. It shows how much he is aligned with the latest market trends and cascade the same to the people who took this course. I really enjoyed each and every module.

I wish him the best and for great success in the future



By Alice B

Jul 3, 2022

I really enjoyed this course, and it brought a different outlook to what branding is. I've always been interested in Branding, and throughout this course he brings in what people typically think of branding, which how branding is getting viewed in todays world.

The end of week questions are thought provocing, and allow us to implement what we learned into our day to day lives.

By Shital N

Jun 30, 2021

This is indeed a very good course which gives complete knowledge about brand its alignment to Business ,brand and behavior .The case studies are very excellent which helped us to gather vast knowledge about company's brand and its success. The overall course solve my purpose in understanding the brand from every perspective. A very good course and excellent study material.

By Peter C

May 17, 2021

I would like to sincerely thank the London Business School and Nader Tavassoli for this course. You have given me more strenght to carry on in my path of doing the business in a better way (with impact), because after all it is not about business, but the humans behind (and for me the purpose is not just humans - but living creatures and plants on earth as such). THANK YOU

By Alok B

Apr 20, 2021

The course was very beautifully designed. All the terminologies are explained very well and well correlated with examples. Prof. Nader Tavassoli is a wonderful man who has very vast knowledge about the market, brands, and their brand positioning in the market. Thank you for being a wonderful mentor to us. Thank you London Business School for creating such a wonderful course.

By namrata d

Nov 11, 2019

I am very happy and pleased to have completed this course study in Brand Management. The mentors have been very helpful & so did Customer support staff. It surely taught me more than I thought it would. When I will go back to my job in graphics designs i will take all these as an examples . So thank you very much especially to the mentor and a lecturer Nadeer Tavasolli.

By Angela S

Apr 27, 2020

Our teacher was great. He provided accurate and detailed explanation at all times. He provided examples that could be understood by everyone and the course, in general, provided a different view of what Brand Management is. There is room for improvement though, I think the addition of slides is needed so the student can go through them before the lesson to be more prepared.

By Varibeth M

Mar 9, 2023

Professor Nader was amazing. The practical and relevant examples throughout the course were important to understand better the concepts. My career is focused in tourism operations, but getting knowledge about branding can not only be applied to my career now, also for my personal presentation. Thanks a lot to everyone who made this content possible. I highly recommend it.

By Marina O

Sep 27, 2021

Thank you for the course, Professor Tavassoli! Well-built material combined with many life examples and interviews. All this makes the course more vital and attracting. Sometimes it was quite challenging, since English was not my native language. Meantime I did enjoy it great and it gave me a good motivation to learn more about the subject and to improve English skills :).

By Siddarth D

Aug 22, 2019

Lots of videos but very in depth discussions of each of the topics. There are a lot of interviews within the modules to better relate to the everyday person, so you can see real world applications of what is being taught. I wish there was a bit more information on slides and handouts instead of purely talking but overall I learned alot from this course. Highly recommend!

By Bupinder B

Aug 25, 2022

i have not had a perfect proffesor, he was so detailed, love the mooc and interviews from leading business people, i just didnt learn, but changed how i look at branding and brands, i was actually sad that the course was ending, i enjoyed every minute of all the knowldege that was been shared, i recommed this course for everyone from marketing people to managers, thanks

By patt j

Mar 1, 2021

This course provides a perspective of how marketing and brand relate to the business as a whole. Not only the knowledge about brand, this course also leads the student to understand brand and marketing from the business point of view which is very useful for both corporate and entrepreneurs. I got knowledge, concept and framework from generating process to measurement.

By Fadi A S

Sep 1, 2021

An eye opening experience that i recommend for every marketing person even after working for 25 years i still found myself learning and focusing like a fresh graduate, professor Nader has an amazing simplified way of explaining the most complex of topics and leaves you with so much to think of about your work and career and even your personal life. highly recommended.

By Claire G

Jun 29, 2020

This was the best course I've ever taken. Professor Tavassoli did an amazing job explaining the value of living the brand within an organization with practical suggestion for actions. His opinions are so insightful and down-to-earth. A lot of what Professor Tavassoli mentioned in the course can be put to direct use in our jobs, this is so rare and absolutely valuable!

By Dawn J

Jun 15, 2020

Excellent course meeting the expectations of a course from University of London . Well conceived and executed covering all aspects it promised to. Prof. Nader Tavassoli had used his knowledge and skills to transfer his learnings to the students in a well understandable manner. The interviews, cases and the materials shared maintained high quality. Totally Satified !

By Sahasranshu S P

Nov 29, 2020

The course provide a well defined and a clear understanding and frameworks for managing a brand. Professor Nader's real life examples are easy to understand and are relatable which makes the overall learning experience much better. Overall a must take course for anyone who is looking to enrich his or her understanding regarding what is a brand and how to manage it.

By Marlene C

May 14, 2020

Outstanding instructor, This is an incredibly interesting course that will inspire with innovative strategies to evaluate and build brands . The material is organized and structured. I learned so much more than I expected .The course has substance with case studies, slides clearly illustrating concepts, data and analysis and videos with transformational leaders.

By Sateesh H

Mar 10, 2019

It is a great course with new perspectives. I feel, Managers or Founders must study this course since the idea of Brand Management is shifting from ' Department' to ' Function'. I am very happy with the content delivery and design of the entire course structure. Great course by great school and look ahead for much more useful courses from University of London.

By Julie U

Sep 24, 2020

I found this to be a well organized and presented course with practical processes for integrating our brand across silos. The pace was manageable and assignments were an opportunity to brain storm and create new strategic action plans. I found it refreshing that both external and internal customers were considered. I wish the instructor offered more courses.

By Ruchika T

Jun 21, 2020

This course highly inspired me in every aspect of management involving around brand and our brilliant teacher who explained every concept in great detail and giving such informative examples helped me a lot to understand managing the brand as whole. I will definitely look into some more courses in which he will be the mentor of that MOOC. Thanks a lot teacher!!

By Ronnie V

Dec 8, 2020

I work as a maintenance worker in a large retail store and this course has given me an understanding of what my co-workers in the marketing and sales department do to keep our store relevant in these challenging times. I also believe I can now contribute more to my employer in regards to our Brand Purpose and the 6A's due to what I have learned in this course.

By Fan G

Dec 23, 2020

Previously I thought about branding as part of the responsibility of marketing team, and it was all about positioning and implanting some effusive illusion about the product in customers' mind. This course is enlightening! I got to understand branding from new perspectives and learned about how it impacts the whole business and value creation in greater depth.

By Abey T

Nov 18, 2020

I thoroughly enjoyed this program. Prof. Nader Tavassoli is an excellent narrator. He explained the concepts systematically and lucidly with relevant examples to drive home the message. The interviews with industry champions were insightful as it provided a practical viewpoint to the concepts. I would strongly recommend this program to anyone in management.

By Elvira A

Mar 8, 2022

I have laernt so much from this course. One of my take homes is the importance of internal brand health, which is an area I did not give a lot of attention before this course. All employees need to be advocates of the brand.

Alignimg business, brand and behaviour is definitely the combination needed to grow businesses to the next level achieving set goals.