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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
7,636 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

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.

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1626 - 1650 of 2,736 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By SCHIAVON S I

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Aug 6, 2022

really nice course, bring so much important information

By Marjorie R

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Jun 8, 2022

Great course, I learned a lot about brand and marketing.

By Michele F

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Apr 18, 2022

It's been my favorite course yet. I learned a lot here.

By Mahak B

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Apr 30, 2021

Thank you Professor for the extremely valuable lectures!

By mahnoor

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Feb 6, 2021

Thank you to professor. It helped me a lot in my career.

By Stephy S

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Sep 15, 2020

Great experience of learning.Thank you Sir.

Regards

Stephy

By Priya S

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Jul 14, 2020

Really a good course for business,gained a lot knowledge

By SHIVAM S

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Jul 9, 2020

Best Course, taught many things related to this subject.

By Chavda P M

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May 28, 2020

Amazing course!!! One of the Best MOOC i have completed.

By Rishi G R

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Apr 27, 2020

A well designed course and provides extensive knowledge.

By Christina G C

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Apr 25, 2020

Great course. Concepts are well-explained with examples.

By Udochukwu C

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Apr 2, 2020

This was apparently the best course I have taken online.

By Dorothy C

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Aug 22, 2019

Enjoyed this course! It had great concepts and examples.

By Camila V

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May 9, 2019

I found this course really eye-opening and entertaining!

By Cristina B G

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Apr 21, 2025

Ayuda a conocer nuevos 谩mbitos para construir una marca

By Kaushik M

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Jan 16, 2025

Must do for all who believes 'Learning' is never ending

By rana I

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Sep 20, 2023

wow!!! what a great learning platform. Thanks coursera.

By Jiseok P

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Dec 8, 2021

amazing insight can be earned not only the certificate!

By Yilmaz M

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Jul 11, 2021

It was absolutely perfect. Many thanks Nader Tavassoli.

By Ekaterina C

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Feb 17, 2021

Very informative course. I highly recommend the course.

By usandiswa

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Sep 28, 2020

this is the good course I hope it can continue doing so

By ula n

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Aug 9, 2020

One of the most interesting courses I have ever passed.

By Kent L B

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Jul 23, 2020

Excellent course! I enjoyed Nader Tavassoli's approach!

By Luke V

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May 16, 2020

A dynamic course, it's truly well taken by Prof. Nader!

By Elyan J

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Dec 16, 2019

Comprehensive & enlightening course on brand management