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

4.9
stars
7,520 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

May 25, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

SS

Apr 20, 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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1501 - 1525 of 2,703 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Tanaphat L

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Aug 22, 2024

Good Course .I like teacher,he is be enthusiastic and determined

By Anne Y X

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Dec 19, 2022

Very informative and gives a new perspective on brand management.

By Gbenga O

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Jul 9, 2022

Wonderful new things on Brand and brand building and develpoments

By Tamal B

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Jun 13, 2021

Was a great learning. Thanks prof & coursera for the opportunity.

By Anika J

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May 3, 2021

This was a great experience for me. Grateful for the opportunity.

By MUHAMMAD U

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Jan 3, 2021

it is a good course and instructor's way of teaching is excellent

By Maria C F F S

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Dec 23, 2020

Really great course and amazing teacher. Definitely recommend it!

By Carinna C

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Oct 16, 2020

Professor Nader Tavassoli is brilliant! This course is fantastic!

By Ahana G

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Jun 7, 2020

An absolutely amazing professor! Had a great learning experience.

By Amol R

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May 19, 2020

Excellent course for Branding Professionals and Business Leaders.

By Kinjal J

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May 18, 2020

Very informative, helped grasp the concepts in a very unique way!

By Carlota B

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Apr 29, 2020

I have learned a lot, personally the best course I have ever done

By Sunny

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Feb 27, 2020

Great makes me think about the branding course. great assignments

By Elizardo P

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Oct 9, 2024

exceptionally solid course WITH MANY MANY examples to learn from

By ayomide a

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Oct 8, 2024

Thanks to Coursera and the entire team. Great learning platform!

By Yusak A

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Mar 25, 2023

Excellent knowledge and very easy to implement at the workplace.

By Monica R

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Oct 24, 2022

O curso é realmente muito bom. O professor é excelente. Adorei.

By Panitan O

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Sep 1, 2022

The instructor was very calm in his manner. His method is great.

By Raphael U

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Aug 10, 2021

Great course, excellent lecturer, wonderful learning experience!

By Gora P G

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Dec 15, 2020

One of the best lecturers, great knowledge, interesting details!

By Annisa C F

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Jun 14, 2020

A great course to start understanding what makes a strong brand.

By S A

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May 28, 2020

A very good course to get started on brands. Highly recommended.

By Taruchhaya N

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May 26, 2020

Great study material and lots of learning. Very nicely designed.

By Martin N

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Jan 14, 2019

Très instructif, avec des intervenants et professeurs de qualité

By Donald B H

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Aug 19, 2018

A very good course with new theory and many cases and examples.