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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
7,747 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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1726 - 1750 of 2,772 Reviews for Brand Management: Aligning Business, Brand and Behaviour

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!

By Esther P R

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Jul 1, 2022

Thank you Professor Tavassoli. Excellent course.

By Tonzock A

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May 12, 2022

Prof Nader was great. The content very insightful

By Qu峄硁h D

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Dec 22, 2021

this course is so meaningful for me. Thanks a lot

By 袙邪写懈屑 袚

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Dec 11, 2021

This course changed my world!!! Thank you, Nader.

By Paula G M

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Feb 16, 2021

Really interesting course and amazing instructor.

By JEROME S T

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Dec 7, 2020

this course is very knowledgeable and interesting

By Shivam S

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Nov 5, 2020

Widen my perspective about Brand structure a lot.

By Bachtt

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Oct 7, 2020

The course is practical and the Professor is good

By adeola a

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Aug 28, 2020

This course has been exceptional and mind blowing

By Nivetha. R

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Aug 26, 2020

it was good platfrom for learning in all students

By Rahul S

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Jun 15, 2020

It was an amazing course and was very insightful.

By Namrata S

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May 5, 2020

Best teaching , very beneficial and best course .

By Paula A L

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Nov 29, 2019

Muy completo, interesante y realmente provechoso.

By Aditya J W

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Oct 26, 2019

Really helps to undertand things done to a brand.

By chaska

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Mar 3, 2024

i wish they talked more about consumer behaviour

By Pamela N

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Oct 15, 2023

Amazing Course With An Amazing Educator Dr.Nader

By Romesh C

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Feb 17, 2023

excellent stuff. you can gain maximum out of it.

By Rory B

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Dec 29, 2022

This was a great program. I highly recommend it.

By Donavan H D

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May 11, 2022

The Best, Looking forward to more exciting times