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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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1651 - 1675 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

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

By Mariana Z

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Sep 9, 2021

Great! A complete overview, without being superficial.

By Nannaphat C

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Sep 5, 2021

easy to understand and provide very relevant examples

By Faqan A

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Dec 24, 2020

Your course is awesome. Thanks a lot of for your study

By ROSIANA N

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Oct 27, 2020

very good course, I got a lot of new information here!

By EKA R

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Oct 5, 2020

its very good, and good tutor for explanation material

By Ritika B

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May 6, 2020

Very well thought out course structure. I learnt a lot

By Anzar M

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Apr 8, 2020

Exceptional faculty. Waiting more from Nader Tavassoli

By Ayan Q

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Jan 30, 2025

Professor Nader is a great teacher, deserves a raise!

By Prince

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Dec 3, 2024

It's make me see the world of business in the new way

By Mirela N

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Mar 10, 2024

Very specific not just theory, extremely interesting.

By Eliana T

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Jun 22, 2023

i gained a lot of valuable knowledge from this course

By alislam a

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Dec 18, 2022

It's an amusing experience to learn from the course .