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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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1401 - 1425 of 2,765 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Rimsha T

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Nov 14, 2018

The way of teaching was comprehensive and to the point i learnt a lot form it

By VIPIN M V

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Sep 20, 2022

Excellent Course for Professionals dealing with Brand and Brand Management!

By abiram k

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Jun 3, 2022

VERY USEFULL COURSE IT WILL ADD WEIGHT TO MY RESUME.IT IS REALLY INFORMATIVE

By Sachindra S

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Feb 7, 2022

Very insightfull on the role of Brand in the Business and customer ecosystem

By erfansharifi

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Jun 28, 2021

An excellent and deep course to get acquainted with the concepts of branding

By Nkosing'phile M

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May 14, 2021

A very good cause for a beginner and the lecturer is an excellent teacher!!!

By Deleted A

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Oct 11, 2020

Truely the best course on coursera, what a professor, what a course, amazing

By jurate

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Oct 10, 2020

it was really good and i learned a lot about how business brand and behavior

By Nidhi R

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Sep 7, 2020

Amazing learning experience.It inculcates a passion for managing the brand:)

By Santosh k S

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Jun 28, 2020

I really love this course. now I can thinking to launch a product in market,

By Kopal S

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Jun 26, 2020

Very informative and a real eye opener in terms of how we approach branding.

By Katarzyna K

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Jun 10, 2020

Brilliant course beautifully explained by the professor. Highly recommended.

By Manuel G

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May 3, 2020

This course changed my mindset, amazing content and the professor is awesome

By Victor A

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Apr 29, 2020

Very resourceful course, a great opportunity I will forever be thankful for.

By Suhasini G

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Jun 3, 2019

Such a great course! Loved learning from this teacher! Hope he releases more

By Diogenes R

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Aug 6, 2025

One of the most incredible courses I have access recently, thanks for that!

By Delphine U

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Jul 25, 2025

One of the best, I learned a lot and I now have a differet view on branding

By E D

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Dec 26, 2024

Wonderful instructor, full of insights, really engaging! Thank you so much!

By Uwem E

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Oct 14, 2024

One of the best courses for students aspiring for business studies program.

By Catelyn Y

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Feb 17, 2022

I love how lecturer explain clearly and with clear examples and scenerios.

By Xolisile P

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Oct 8, 2021

Great lessons, clear explanations from the lecture and practical assignment

By Rida S

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Jul 9, 2021

It was an amazing course. I would recommend it to every business enthusiast

By Andrew Y S L

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May 8, 2021

Prof. Nader is so engaging and lively, love it. Really enjoyed this course.

By Andrew C

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Nov 24, 2020

An excellent course for anyone wanting to learn more about brand management

By Ashen L F

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Sep 12, 2020

Very interesting and good quality course. Thanks for coursera and lectures.