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

4.9
stars
7,270 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

CD

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I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

SS

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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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1351 - 1375 of 2,634 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Alina B

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Jun 16, 2020

Great Marketing Course! Very useful info, a good teacher and interesting tasks

By VIJAYKUMAR R

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Jun 14, 2020

Very Good and clear teaching with excellent Example and Interview of Top CEO'S

By Sudhanshu K

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Jun 8, 2020

One of the FINEST courses on Internet....Simply Loved it🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰🥰

By Riaj A

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May 27, 2020

This is overall a great journey and a great experience learning from the best.

By Syed M S

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Aug 13, 2019

Excellent course for anyone interested in how a brand helps the business grow.

By Бейсенова

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Jan 31, 2023

Очень полезный курс. Много узнала нового. Особенно о новых концепция 3В и А6

By John E I

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Sep 23, 2022

I learned lot of things that I will used in managing and promoting a business

By Ali C A

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Jan 30, 2022

It has been very effective course about brand management and brand valuation.

By Bancomiwe M

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Jun 14, 2021

Well research concepts were shared during this course, I highly recommend it.

By Margarita S

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Nov 29, 2020

Great course! Very interesting information, high quality of visual materials!

By Nève F

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Nov 7, 2020

Course very interesting and clear ! It was a pleasure to follow this course !

By Dr. R P

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Oct 25, 2020

Excellent course with excellent material and excellent faculty, Nadell Rocks!

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 2, 2022

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

By Sachindra S

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Feb 6, 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 13, 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 9, 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 27, 2020

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

By Kopal S

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Jun 25, 2020

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

By Katarzyna K

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Jun 9, 2020

Brilliant course beautifully explained by the professor. Highly recommended.

By Manuel G

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May 2, 2020

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