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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

MS

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

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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701 - 725 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Sandeep S

Aug 16, 2021

This course was pretty knowledgeable. it was fun to take the lab simultaneously to apply the knowledge gained by the lecture /videos/Assignment and Test papers.

By mehrnaz k

Apr 18, 2021

I cannot thank Professor Nader Tavassoli enough for this amazing course. I am new to branding and learned a lot from this beneficial course. Highly recommended.

By Jeremy D G

Dec 7, 2020

Yeah this online Coursera is very good and really helped me and I hope I have a chance again when I graduate in my College. Thanks for this wonderful experience

By Azraa M

Aug 24, 2020

What an excellent and well-paced course. Loved the content and the way it was delivered. Great real life examples and interviews. Very insightful and practical!

By Narmin Y

May 31, 2020

This MOOC taught me a lot of valuable things deeply. I want to thank so much to Professor Nader Tavassoli and other members who put effort to create this MOOC.

By Shannon P

Apr 30, 2020

A genuinely interesting and refreshing way of looking at brand management. It has sparked lots of new thoughts and ideas which I’m excited to explore and apply.

By KK S

Aug 18, 2018

A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum

By Divya S

May 14, 2023

Great course. The best part was that the professor explained complex topics with great examples and case studies. It helped me to navigate the concepts easily.

By Olga В

Sep 24, 2021

Enjoyed the course, the materials, the lectures. Thank you Nader Tavassoli. I got so many new ideas for my job. I liked how the tests and tasks were organized.

By Saad R

Jul 2, 2021

Amazing course, Professer Tavassoli really explains each concept clearly, the interviews from key leaders are excellent supplements to the concepts he teaches

By ananya k

Nov 22, 2020

As a beginner with no business background, I found this course extremely helpful and I find it to be the perfect first step into the world of Brand Management.

By Indranil G

Oct 16, 2019

There were innumerable errors, typos in the transcripts of all the modules throughout the course. I don't think that is acceptable of a platform like Coursera.

By Joana M C d S

May 3, 2023

The professor is very dynamic, the examples shown are really interesting. Here we learn a lot about the alignment needed between the 3 B's. I really liked it

By Aditya S

May 2, 2021

This course really helped me to understand how brand management works and the examples taken throughout the MOOC really made it an interesting course to study

By Pawel B

Dec 14, 2020

Well, what score do you expect when the tutor teaches about how to make a positive consumer experience. Really nice course I really feel like I learned a lot.

By Amit S

Jul 13, 2020

Great insights about branding, business and behaviour along with some other important aspects which are generally missed through conventional business models.

By Nicola N

Apr 14, 2020

It will sound awkward, but i got emotional on the last video where the Prof. end the course with a summary of the course and with the greetings! Great course!

By Nikolett G

Apr 30, 2023

This course is amazing! It is helpful, fun and includes great examples from successful brands like Disney, Lush and Volvo. I highly recommend it to everyone.

By Jordi Z

Jan 13, 2021

this is a wonderful course! I learned a lot about branding and how to apply it to my business in a way that will have an immediate impact on my organization.

By Andrea A Z

Aug 5, 2020

I am not involved in the area of brand management but, it was so easy to understand and helpful of the concepts and examples viewed. I recommend this course.

By Neha S

Jun 28, 2020

This course is really good and it has definitely gave me the idea of brand handling and how we can go deeper to make our brand successful.

Thank you Coursera.

By Evelina N

Jan 25, 2019

Excellent course. It really gives you the essence of branding and makes you see brands from a different perspective. The assignments are an amazing exercise.

By Felix I

Feb 2, 2023

This was an absolute joy to learn. The courses were detailed, current, and seamless. Thank you for the opportunity to glean from your wealth of experience.

By Nirali S

Apr 26, 2022

I am really surprised with the amount of knowledge that I could learn with this course. Very comprehensive and well planned and well taught MOOC. Thank you!

By Umang

Jan 3, 2022

It's really helpful course.Not only it helps you to understand brand management but the examples given by instructor also helps to understand it practically