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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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726 - 750 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Alberto M

Nov 2, 2020

Definitely a great, insightful course. Prof. Nader Tavassoli is truly amazing and really crafted this course around LBS brand's purpose. Highly recommended.

By Natalia R

Aug 4, 2020

This has been a great course and experience! Professor Tavassoli is very knowledgeable and his lessons contained many examples that made clearer the topics.

By Jordan B

Nov 29, 2022

Fantastic course. The course helped us find real meaning in our brand, create a brand purpose and create internal behaviors to deliver on the brand promise

By Kshitij S

Jul 18, 2022

Absolutely brilliant course. The live industry examples given with people from the industry were amazing. Learnt so much with this course. Thanks to LBS!!!

By Sarah

Nov 28, 2021

Professor Tavassoli is very knowledgeable and explains each concept in great depth. He made it very easy to understand and the information was interesting.

By April R

Aug 9, 2021

This was my very first business class and I've learned so much about what goes on behind the scenes of a company to get their products branded! Thank you!

By Jiwon L

Jul 27, 2021

Highly insightful and instructive course to learn and practice brand management. Huge thanks to professor Tavassoli and the Coursera team for the lectures.

By Marusia K

Sep 30, 2020

Amazing course! All the lectures were interesting and the instructor is great. I’ve got lots of new insights, so this program was definitely useful for me!

By niloufar e

Dec 14, 2022

That was a great opportunity for me to get know the best companies branding strategies and learn the new ways which lead us to be different in this field.

By Danish K K

May 8, 2022

It was a great course. i have learned a lot about how branding works and why is branding so much important.

This course has definitely upgraded my skills.

By Christine M

Mar 29, 2022

The lecturer was so thorough and took time to demystify every sub topic. I enjoyed the exercises and the peer reviews taught me alot from other students.

By Vedaant M

Jun 1, 2021

Very deep understanding of the word 'BRAND' and all of the things that work around it. Quite illustrative with various case study examples and interviews.

By Harsh M

May 5, 2020

This was my first Coursera Course and the experience is just amazing.

Thanks to London Business School and Professor Nader Tavassoli for this amazing MOOC.

By lucas e

May 3, 2020

A Masterclass delivered by Professor Nader Tavassoli, I can't thank enough for his obvious vocation for teaching and great ability to convey his knowledge

By IFEANYI A

Sep 24, 2022

Very useful course in our today world and moreso, an excellent lecturer who made the course so interesting and worthwhile. thank you so much Prof. Nader.

By Yogesh P

Feb 4, 2022

A very engaging learning course and Professor has exceptionally well explained about brand alignment with business, brand purpose and behaviour alignment

By RUDRA K V R G

Jan 4, 2022

ITS WORTH LEARNING COURSE TO UNDERSTAND BRAND AND ITS BEHAVIOR , BUINESSCONCEPT ALSO WELL EXPLAINED ... THANK YOU Prof. NADER AND FOR HIS RENTLESSEFFORTS

By Cristiane H

May 16, 2021

A coherent course about how brand management is a key element both externally and internally, and more than just what a brand looks like and sounds like.

By Khalifa A

Apr 22, 2021

Excellent Course. Am looking forward to enrolling for this course further and improve my skills. Looking forward to being a CEO some day. So help me God!

By Cate S

Dec 3, 2020

Great course, I especially appreciated the weekly assignments, getting feedback from my peers, it was a really great course, I would highly recommend it.

By Sabine O

Oct 25, 2020

I enjoyed this course so much! Lots of learnings and the instructor explains the ideas so well and gives great examples! Thank you for this great course!

By Srishti V

Oct 7, 2020

This was my first course on coursera. I simply loved it. The professor teaches the concept very well. The assignments are fun. A big thumbs up. 10 stars.

By London T

Aug 2, 2023

Great course and very informative! It is perfect for those who want to get started or need a refresher in the

world of branding and effective marketing.

By TANMAY M S

Oct 6, 2022

Such a great course. The trainer is very very good. I have learned a lot of things, which will be very useful for my professional career. Thanks to all.

By nhatminh n

Apr 11, 2022

This course really opens my mind about what you really need to do to deliver your brand in the most successful way to your customers. Thank you so much!