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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
7,638 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 鈥� regardless of where you are in your organisation 鈥� thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: 鈥淚 hear and I forget. I see and I remember. I do and I understand.鈥�...

Top reviews

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!

SS

Oct 23, 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 2,737 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By parassingh t

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Jul 12, 2020

I learned a lot from this course and it change my view for branding

By Nikhila R R

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Jun 25, 2020

Great content and wonderful explanation by Prof. Worth every penny.

By Drobyshevski A

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Mar 10, 2023

Good approach for managind experiences for customers and emploees!

By Samuel O

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Nov 20, 2022

The course was very informative and the presentation was excellent

By Marcelo C

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Oct 21, 2022

Many thanks you very much to all involved on this terrific course

By Santee G

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Jun 10, 2022

Great course with international content, Instructor was Fantastic!

By Luis L S

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Aug 16, 2021

Top class teaching and course quality, It was beyond expectation !

By Paola B

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Aug 9, 2021

Great course full of interesting insights: perfect for beginners.

By Dmytro P

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May 18, 2021

Great course with really insightful information. Highly recommend.

By Vidhi S

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Oct 23, 2020

Great, learn new things... get knowledge about brand management...

By Sai K A S R V

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Aug 17, 2020

Detailed explanation and deep analysis on overall brand management

By Roberto S B T

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Aug 13, 2020

Es un gran curso con muchas ense帽anzas que uno no piensa del todo.

By Suwapat A

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Apr 24, 2020

It鈥檚 very clear instruction and example for each step of learning.

By ana b

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Feb 12, 2025

Excellent for understand many things that don't teache at school.

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 14, 2021

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

By Anika J

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May 4, 2021

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

By MUHAMMAD U

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Jan 4, 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 Q

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Oct 17, 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 20, 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!