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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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751 - 775 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Agha A M

Jan 6, 2022

This course enlighten the ways to success , stay blessed and thankful to our instructor Mr. NADER TAVASSOLI may all the worries wipe out from your path.

By Lê T H M

Aug 13, 2021

This course provides lots of informative concepts for me to understand the brand well. Thank the Professor for teaching us dedicatedly and thoughtfully.

By Sonia D

Aug 3, 2021

This was a very informative course with many practical applications. I'm looking forward to using the things I've learned in my daily work. Well done!

By Teresa R

Feb 15, 2021

I think it's quite helpful for me to think of branding from a new perspective. and it really makes me begin to be aware of the importance of "alignment"

By Ramesh G

Sep 4, 2020

Excellent Course!! Superb articulation and excellent explanation by Prof Nader Tavassoli.

It is a must for all the aspiring leaders in Marketing & Sales.

By Rajanish K

May 28, 2020

It’s been a wonderful journey of knowledge, the concepts are very useful and important from the management perspective. I have learned a lot. Thank you.

By DUNG T P

Jan 26, 2021

This course is excellent. Thank you LBS so much. i have learnt a lot information about Branding Management, which helps me so much on my business plans

By Hemalatha N

Sep 22, 2020

Thank you......this MOOC was very interesting, current and relevant. Found the content to be practical - addressing real world challenges in branding.

By Hekandjo R S

Aug 25, 2020

This course was very informative and helpful. I have already started applying what i have learned in the course to my business brand. Thank you so much

By Aamir S

Jun 1, 2021

Helped me revise what I learned in Uni and also touch new point. Nader is great instructor and conducted the course in a very informative and fun way.

By Santhosh W

Mar 8, 2021

Amazing course. Professor Tavassoli has done an outstanding job creating a course that is very structured, easy to follow, educational and insightful.

By Mireia P

Jun 10, 2020

Excellent professor with great use of current examples. It is a course that is based on current brands, and it features interviews with professionals.

By Rodolfo A F

May 28, 2020

Very well delivered course and with very good and practical examples... The professor had a very clear way of talking and explaining all the concepts.

By Chukwu I I

Jan 30, 2020

this course was very insightful and has made me more aware on how to manage a brand. recommend this course for all brand and product marketing experts

By Jaime B G

Aug 27, 2019

Very concrete course, I truly learned something. Interviews can get a bit boring sometimes. But the lessons learned are pure gold. Highly recommended.

By Muhammad F A

Jun 22, 2022

The course I have gone through is an amazing additon to my skills and knowledge. I recommend that all business people should go through this course.

By Rajes S

Mar 28, 2021

The content and lectures remain Great and fabulous. So many real-life examples help to deep-down the cases for a clear understanding of the theories.

By Miguel P

Aug 10, 2020

Conceptos muy claros, herramientas muy claras, los invitados aportan muchos casos reales que permiten identificar como implementar los conocimientos.

By Germán R S

Aug 6, 2020

One of the best MOOC I have taken so far. Nader Tavassoli is an outstanding professor and gives examples that help to understand every concept given.

By LALBELTHANG L

Jun 14, 2020

Thank you so much dear Coursera for your detail knowledge and enthusiatic studying environment. Wishing you all the very best for your future career.

By luis a e v

Jun 5, 2020

Muy interesante, desde los conceptos hasta la forma de explicar del profesor en los videos. 100% recomendado para reforzar conocimientos y opiniones.

By arun k S

May 2, 2020

All concepts were explained clearly through live examples and interviews with industry experts, which was helpful in understanding the topics better.

By Adarsh G

Apr 18, 2020

Amazing course for people who want to open their own business or even want to upscale their present one. Great information with examples is provided.

By Salim R

Sep 2, 2023

The course was extra ordinary specially for its outline and course teacher.

I am really very glad to have with this course till the end successfully.

By Kingsley J

Jul 15, 2023

The Course was insightful and thought-provoking. It was engaging from the first week to the last one. I highly recommend it to any brand strategist.