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

4.9
stars
7,802 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

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!

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.

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1776 - 1800 of 2,781 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Lee X S

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Jun 7, 2020

very insightful and I love all the assignments.

By Alisha K

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May 22, 2020

Best cause till date. Cheers to the professor!

By Felgona O O

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Nov 12, 2019

Excellent. How can I get a certificate for this

By Rodrigo C Q

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Oct 14, 2019

Wonderfull I learn a lot trought this course :D

By Hartanto D

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Jun 2, 2019

This is a great course to learn about branding.

By Ambika G

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Jun 19, 2018

The videos were very usefull and knowledgeable.

By Alisa H

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Apr 30, 2025

Fantastic class, very interesting and engaging

By Danna E P V

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Mar 31, 2025

excelente contenido muy completo e inspirador.

By Halina T

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Jul 9, 2023

Excellent Course for those who lead businesses

By Marek B

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Dec 1, 2022

I feel empwerd by the insights of this course.

By bhavesh p

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Apr 18, 2022

extraordinary course for aspring entepronurs .

By Namrata B

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Jun 25, 2021

Loved this course. The delivery was excellent.

By Boumeaza A

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May 6, 2021

useless for me, but it's good for someone else

By Elena C

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Mar 19, 2021

It's a great course!! Thank you for everything

By haroon

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Dec 22, 2020

Excellent practical examples and case studies.

By Thanvir S

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May 30, 2020

Really enlightening course. Thank You Coursera

By Shalabh S

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Feb 8, 2020

One of the best on Coursera. Recommend to all.

By Luiz S

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Nov 10, 2023

Excellent content!!! I strongly recommend it.

By PRATIKSHYA K P V

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Aug 3, 2022

Great learning experience.

Thank You Coursera.

By Tamar C

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Mar 27, 2021

Mr. Nader Tavassoli, thank you for this MOOC!

By Rodi I

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Mar 5, 2021

Excellent course and impeccable presentation!

By Rashel A

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Nov 30, 2020

Its a combination of great learning sessions.

By Dr.Sayan R

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Jul 7, 2020

A great, hopefully a life changing experience

By Yuliya C

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Jun 9, 2020

Very useful course, all themes with examples.

By Vitor A

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Jun 1, 2020

Indispensable for modern mkting professionals