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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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601 - 625 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By COFIE J

Jan 27, 2021

this course really enlightened me on how important branding is and I believe with the knowledge I have derived here I can help promotes business through great and quality branding.

By Girish S

Jul 19, 2020

Simply, Exceeds on Delivery Learning Outcomes. From here, it's up to participants to capitalize and build on the learnings, to realize the Full Value delivered through the course,

By Fernando D S S

Jun 14, 2020

Thanks to Professor Nader, I really liked the MOOC, his content was much better than the people interviewed, that's the only suggestion for the future. But him, an awesome teacher.

By Markus W J

Jul 1, 2021

Excellent course which have given me knowlegde that will stick with me for the rest of my professional career. Every marketeer and business professional should for sure take this!

By Ramit M

Jun 1, 2021

The course is well articulated and the concepts are explained with ease and in great clarity. One can immediately put the learnings to practical use.

I would recommend this course.

By Chinwe O

Dec 3, 2020

I enjoyed this MOOC because of the Professor's relatable way of teaching and his real-life application or examples to drive home the course. Thank you from the bottom of my heart.

By Eleonora M

Jun 25, 2020

This course gave me the opportunity to see what really means building a business and a brand. Prof. Tavassoli is a brilliant teacher and a good communicator. Highly recommended!

By Michael M

Jun 1, 2020

Professor was very knowledgeable about subject matter. Interviews with marketing leaders were exceptional. Course slides were very well done and were an invaluable learning tool.

By KULBHOOSHAN K

May 17, 2020

the mentor show you the picture of brands through a point of view of people (customer as well as employee), and how core values of brands should be aligned to its business model.

By preeti s

Apr 30, 2020

It was incredibly useful and engaging at the same time. This MOOC helped to ponder upon the critical details which were often treated not so important in today's business world.

By saish r

Apr 19, 2020

Prof. Nader is a very talented teacher who is capable of sharing his viewpoint about branding in a smooth flow which engages his students without experiencing a second of boredom

By Chris N

Jun 24, 2023

Great course - Will be taking a lot with me from what I have learned! Highly recommend it to anyone wanting to grow their business, start a business, and/or in brand management!

By Saralee M

May 3, 2023

This course means a lot to me. It shows that without deep understanding of business purpose, employee and company could get lost in our behavior that represent brand at the end.

By Swastik K

May 30, 2022

This course proved out to be quite valuable for me in respect of understanding the fundamentals of brand managemnet and how this is aligned to people and processes of business.

By Vijay D

May 27, 2022

This course is an great foundation as learning for someone whose starting off as in Marketing, Brand fields. Prof Nader has an amazing way explaining concepts through. Kudos!!!

By Atul V K

Sep 18, 2021

This is an excellent opportunity to learn this course as this includes the best embedded videos from the corporate sector which gives good examples for understanding the course.

By Anu A

Sep 7, 2021

Nader Tavassoli's approach to the course is excellent. He never lost my attention for a moment. The interviews were very instructive as well. Thank you for this rich experience!

By Chong T C

Jun 26, 2021

The best course I've taken so far on Coursera. Very well-designed and thought-through. Inspirational with both theories and concrete examples. Lecturer also speaks very clearly.

By Turipamue H

Mar 8, 2021

Great course . I have obtained a lot skills in buold a strong brand you need to create awareness about the brand within your employees. The lectures lessons were clear.

By Michela C

Nov 16, 2020

Very clear and well explained, useful information that can be applied to real situations, hopefully, more advanced courses on this topic will be produced by Professor Tavassoli.

By Mayank V

Oct 18, 2020

This course gives a clear insights for aligning Business, Brand and Behaviour. If you are a part of marketing team or want career in this field, you must go through this course.

By Atma B

Jul 13, 2020

Well mounted course and Nader is an exceptional professor and presenter. Very nice blending of research, theory, model and case studies that creates great impact on the learner.

By Sagar S K

May 20, 2021

Very well designed course and, may I say, "well delivered"!

Thank you Professor Nader Tavassoli, Thank you London Business School and University of London, Thank you Coursera!!

By WILFRIDUS H E G

Oct 7, 2020

This course is very useful and the complete materials that given by the speaker is really guide me on how to understand the importantto aligning business, brand, and behaviour.

By Irma i

Jun 22, 2020

Thank you Prof Tavassoli and the team at London Business School, I really enjoyed this course and I have gained new important skills that will be extremely useful in my career.