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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
7,714 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

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.

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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1701 - 1725 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By B. I W

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Nov 12, 2020

This course is very helpful for beginner. Thank you

By Indrajeet V A

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Oct 2, 2020

This course added great value to my overall career.

By ABIOLA O O

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Sep 29, 2020

Very Insightful, Expository, and Thought-provoking.

By Rajesh.R

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Aug 20, 2020

Excellent Course. Lots of Knowledge Gained from it.

By achyut k

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Jul 9, 2020

There is so much to learn in this course. Thank you

By ANUBHA G

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Jun 19, 2020

it was awesome journey during completion of course.

By Vivek B

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Feb 22, 2020

Awesome course, I thoroughly enjoyed the experience

By sanjana r

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Mar 11, 2019

Excellent explanation with understandable examples.

By shalini j

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May 13, 2025

The instructor is amazing, so smart and confident.

By Harsh v T

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Jul 16, 2023

full of knowledge and help anyone to posses skills

By Kene O

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Oct 19, 2022

LEARNT A WHOLE LOT OF THINGS CONCERNING BRANDING.

By Alaa J

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Sep 27, 2022

You will learn new ways of thinking about branding

By Gagan S

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Jan 29, 2022

Thank you so much Nader. Great learning experience

By Anuradha P

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Jan 19, 2022

Nice course for understanding brand its management

By Ramuthu S

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Aug 30, 2021

Gained a lot of knowledge about Brand Management !

By zubin s

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Jul 6, 2021

great insights on brand, businesses and behaviour.

By Evangeline S

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Apr 21, 2021

Iit's very useful and I learned so many new stuffs

By Hashmat N

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Feb 9, 2021

Great course and well explained by professor Nader

By kenji s

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Dec 14, 2020

Enjoyed this course immensely thank you professor!

By AURELLIA G D

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Nov 2, 2020

its been really fun to study with coursera

thankyou

By Julia C L

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May 8, 2020

It was an amazing course. I learned a lot. Thanks!

By Beg眉m K

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Feb 24, 2020

this course was very explanatory,i've learned alot

By Georgios T

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Dec 1, 2018

A very useful guide for branding. Simple and clear

By Indo H T a T

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Jul 18, 2025

It was very well explained with lot of insights .

By Melis Y

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Oct 14, 2024

Very educating, very interesting and masterpiece!