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Learner Reviews & Feedback for Brand Management: Aligning Business, Brand and Behaviour by University of London

4.9
stars
7,782 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 – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”...

Top reviews

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

MK

Nov 24, 2022

I have really enjoyed learning about brand management as it opened my mind to why some things happen in the world of business. The possibilities this course has opened for me are limitless. Viva!

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1426 - 1450 of 2,777 Reviews for Brand Management: Aligning Business, Brand and Behaviour

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 8, 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 23, 2020

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

By Ashen L F

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Sep 11, 2020

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

By Tanya P

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Jun 22, 2020

One of the best courses I have taken online. Very engaging and interesting.

By Tanmay G

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May 26, 2020

The assignments and lectures were structured in a proper way.. Lot to learn

By Adebowale A

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Apr 20, 2020

Quite educative course. easy to implement in train others in the work place

By Itzayana V

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Jun 24, 2025

explican los temas de la forma mas sencilla posible, lo recomiendo al 100%

By Gursen c

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Jan 26, 2025

the best course i totally enjoyed every modules and videos so brilliant!!

By Nandita C

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Feb 7, 2023

thanks for teaching and providing such a wonderful experience via learning

By Liam C

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Jun 12, 2022

Very good and impressive course, it definitely improves my working skills.

By Shrabonee P

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Jan 22, 2022

It's a very useful and insightful course. Prof Tavasolli explains so well.

By Giancarlo B

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Sep 21, 2020

Clear and fun way to refresh my knowledge on Branding. Highly recommended.

By ahasan k p

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Jun 28, 2020

it was a great journey professor nadal was awesome. learned a lot from him

By Hitanshu B

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Jun 20, 2020

I had an excellent experience doing this program, thanks Coursera and LBS.

By Mariia S

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Mar 4, 2019

Lot's of insights I've got as well as got practical tools to use in my job

By Reynaldo C

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Feb 21, 2024

Amazing course, materials are perfect and the professor is just wonderful

By Margaret N

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Jan 24, 2023

Very insightful and educational course.Im grateful about the opportunity.

By Clive L

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May 23, 2022

Very informative course and a great foundational work to brand management

By Kesa B

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May 12, 2022

it was a great in depth learning course in understanding brand management

By Lorine T

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Mar 23, 2022

There are no enough column inches to rate this course. It is exceptional!

By Yuichi K

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Sep 24, 2021

I learned a lot of new concepts for brand management through this course.

By Osajele s

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Dec 26, 2020

Great course!!!!!! Excellent teaching skills! I recommend it for everyone

By Marcelo C

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Dec 25, 2020

Very good summary and compendium knowledge about present Brand Management