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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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1851 - 1875 of 2,764 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Aishwarya R

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Oct 8, 2019

Great course! I learnt a lot. I loved it.

By Iliyas N

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Aug 16, 2023

Excellent organized and very informative

By James L

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Nov 16, 2022

Absolutely awakening, highly recommended

By Violina O

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Jun 3, 2022

Amazing , so interesting and very useful

By Stefano D G

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Jan 6, 2022

Great course, interesting and inspiring!

By San T A

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Dec 6, 2021

achieved insights about brand management

By 8FEET

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Oct 26, 2021

Nader Tavassoli is an admirable teacher.

By Yuliia P

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Sep 20, 2021

It's my second best course at coursera!

By OKE O

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Aug 29, 2021

Highly Educative, A boost for my career!

By Burcak C

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Mar 25, 2021

It was incredible experience! Thank you!

By abeer A

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Feb 28, 2021

thank you so much, prof. Nader tavassoli

By Anshul A

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Dec 21, 2020

It's very informative and well designed.

By Kaustubh G

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Sep 12, 2020

Learned a new concept :signature pricing

By Hafiz S

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Sep 8, 2020

One of the best courses I have attended!

By Tarun S

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Aug 15, 2020

Excellent instructor and great learning.

By Poornima P

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Jul 6, 2020

Its a great course.I completely loved it

By Benjamin L

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Jun 19, 2020

Very good concepts and insights on Brand

By Kseniia

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May 15, 2020

Very good for people working in commerce

By Barak A

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Jun 30, 2019

Very important Course.

Really interesting

By laura D l C

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Aug 5, 2025

Brand Management muy interesante tema ,

By 064 鈥� U Z

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Oct 4, 2024

Really loves the Mooc, professor Nader.

By Benedicta A

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Oct 6, 2023

It such a great online learning journey

By Aline B

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Nov 1, 2022

I've learned so much with this course!

By Hajar O s

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Jun 6, 2022

one of the most phenomenal best courses

By Terry L

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May 3, 2022

It is really good and very recommended!