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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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776 - 800 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By achini l

Oct 30, 2021

This was the first course I studied in coursera. I really enjoyed the course and gained lot more knowledge on brand management. Thank you very much.

By thomas b

Jan 27, 2021

Very insightful course. For someone that never thought much about branding nor saw any real purpose in mission statements etc. this was eye opening.

By AASIM M

Jan 3, 2021

The Prof. Nader is an amazing teacher. I loved the way he taught especially the Interviews with people who are from the industry was great to learn.

By Michaela A G

Sep 26, 2020

Really enjoyed this course. Interesting, well thought out course materials. Enjoyed the holistic view of branding that Prof Nader Tavassoli teaches.

By Fabio D

Jun 28, 2020

I really enjoyed the course. I could learn very attributes of the brand. Also, there is so many interviews and cases and we can see in the practice.

By Abdullah A

Jun 4, 2020

One of the best "Brand Management" I have ever from one of the top business schools worldwide, Thank you, Professor Nader, and waiting for the NEXT.

By Raymund G

Jan 15, 2022

That was a really good course. Easy to follow and understandable lesson plan. Good job Professor Nader. Thanks for teaching the basics of branding.

By Akash T

Apr 12, 2021

An Exceptional overview by the best professor in this field. Anybody who is keen to learn about brand management will benefit a lot by this course.

By Rait E

Mar 12, 2021

One of the best in Coursera that I have attended, set up, information flow, examples, videos, interviews. Mr Tavassoli really delivered. Thank you.

By JAYDEV T

Aug 10, 2020

This course has all basic ideas about brand management. All interview video of great companies gave me a much clear idea how brand works in market.

By Charlotte B

Sep 4, 2019

Such a great professor and interesting, well-designed certificate! Fantastic interviews and case studies to keep the course interactive! Thank you!

By Melissa C

Oct 13, 2020

Loved the lectures and actually bought some of the books discussed. It is great to see the importance of branding and brands outside of marketing.

By Полина В

May 11, 2020

Amazing teacher! Easy to understand his explanations with lots of examples. Interesting interviews with great professionals. New view of branding.

By Hlanganani G

Apr 21, 2020

Certainly the best course I have done so far. the lecturer is the most skilled for distance learning from all the courses I have been involved in.

By DA P

Nov 3, 2021

Amazing experience that I suggest this course for every manager, it enhance identification and should be assumed like tool for companies cultures

By Ana

Dec 29, 2020

This is a great course, the examples for every concept are clear and even fun! I learned so much about branding and customer journey -experience.

By Sachi Y

Dec 23, 2020

I loved the professor and his perspective on branding, and how it should truly be seen as in the world of business. I'd love to meet him one day.

By Madhavi M

Jul 29, 2018

This course is very helpful if you want to understand the basics of the topic. Using relevant examples and cases really helped drive the content.

By Mohamed A

May 31, 2022

Elegantly put, simply yet very sophistically explained, one of the best courses I've taken. Professor Nader is a Guru and a master in the field.

By omowunmi J

Oct 18, 2020

Thank you so much dear Professor Nader Travassoli. This course was indeed an eye opener for me and a good way to advance my career in marketing.

By Ana M V B

Jul 27, 2020

Amazing course! The professor was clear ans used excellent methodologies. I learned a lot and hopefully all of the will be applicable at my job.

By Nandini S

Jun 9, 2020

Loved each module, Professor Nader was a great teacher! The course made me see the business world from a whole different perspective. Thank you.

By Clarissa T

May 25, 2020

Really enjoyed this course, everything was interesting and fun to learn! Highly recommend and the great thing is you can do it at your own pace!

By Nermeen M T

Apr 20, 2020

The course with very informative and such an eye-opener for me when it comes to branding. The instructor was excellent and the content is great!

By Carlos A C

Nov 12, 2019

Not only will you learn a lot, but it will also shine a light on your career path. Professor Tavassoli has done an amazing job with this course.