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

4.9
stars
7,076 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

SS

Apr 19, 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

Oct 22, 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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551 - 575 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Saber A C

Sep 22, 2021

It was outstanding, as an Iranian, I have been fully satisfied with Mr. Tavassoli's great expertise in his field, I have learned a lot and may the best happens to all those who passed the course!

By Cata D

Nov 2, 2020

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.

By Sebino F

Jan 6, 2022

An excellent course which gives you insights about how to bring alignment between the 3B's of a company by the professor who gives apt examples which helps you to understand the concepts better.

By Janhavi D

Jan 5, 2022

The course was well crafted and put together, and the professor was a delight to watch! Even the assignments were very engaging and I had fun doing them! I sure do feel like I have learnt a lot!

By Kamran N

Jul 25, 2021

All of the concepts were explained well with examples and the interviews gave the insights of how various companies operate and use different strategies. Overall it was good learning experience.

By Davide C

Apr 17, 2020

The professor is the top. Maybe he could be a bit more deeply analyzer in some aspects. Overall, this is the best course you can find if you are not familiar with the economics-managerial world.

By Prerna S

Aug 2, 2021

Delighted to be a part of this informative course. This course is conceptually very strong due to great case studies, industry specific interviews, perspectives and industry insights it offers.

By Elena H

Jun 14, 2020

I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.

By Howard K

Mar 31, 2021

Very clearly laid out key concepts of brand and branding. This MOOC would be helpful for someone who wishes to have a better understanding of what a brand means from a high-level perspective.

By Samuel M C

Feb 11, 2021

Very well structured, the teacher is a nice one, i really enjoyed some of the interviews aswell, overall an excelent experience for someone interested in marketing and in company health aswell

By Alok M

May 3, 2020

The course categorically covers all the relevant metrics of Branding in all aspects of Business. Very relevant examples with lots of learning. Its the best virtual training for aspiring ones!!

By SRINIVASA R S C J C

Jun 23, 2021

Very great thoughts put by Prof. Nader Tavassoli especially the concepts he brought to the class accompanied by metaphors and props are praise worthy to connect the concepts.. Thank you sir.

By Tóth T

Apr 26, 2021

Mr. Nader Tavassoli did a really great job in accordance with the profound impact on the way we do business. If someone would like to dig deeper in the Branding field, the course is a must!

By sagar s

Sep 1, 2020

The more I say the less it signifies the immense knowledge and experience I had from this mooch. A very big thanks to the coursera team for providing me the opportunity to go for the course.

By ABHISHEK G

Jul 18, 2020

Nader Sir taught all the concepts with examples and this add picture to my understanding and gave many new learnings about the topic.Thankyou Nader Sir & Coursera for such an awesome course

By MIchael O

Jun 23, 2020

I learnt a lot in this course, which would, no doubt, enhance the ability to perform in the field which I currently find myself. Excellent delivery by Nader Tavassoli. 10/10, would recommend

By Justine N

Mar 29, 2020

This course is great if you feel like your thinking pattern has become complacent. If you are looking for "new" questions to ask this is the course. It has helped free me from my idea block.

By Prabhashi N

Sep 29, 2020

I was so interested in Brand Management but didn't get a chance to learned about it. Have to thanks the Coursera, gave me this chance, and the lecturer. His way of explaining was excellent.

By Maisum M

Aug 9, 2020

Well First of All i would like to thanks my instructors , a very nice and polite teacher , the way of his Presentations and teaching was very much Excellent , course was very beneficial .

By Iliana A H

Jul 19, 2020

Dear Professor Tavassoli, this is the best course I have attended, thank you for the significant and purposeful learning. Best regards. Iliana Alcaraz Hess- Mexico- www.hesstourism.com

By Lalit B

May 11, 2020

This MOOC conducted by Mr. Nadar has very very enlightening giving us the right knowledge of Brand culture and the shift of brand culture from traditional to the professional brand culture.

By Omolara D

Feb 4, 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

By Lidiya A

Nov 3, 2021

Prof. Nader Tavassoli has described very well about the importance of branding and its other attributes. I would recommend this course to everyone who are planning to grow their own brand.

By Naeem F

May 4, 2022

A very conscise and impressive put through short course and Proffessor Tavassoli was an amazing facutly and the ease of understanding and learning was superb by years of this experience.