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Learner Reviews & Feedback for Brand Management: Aligning Business, Brand and Behaviour by University of London

4.9
stars
7,747 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

RA

Aug 24, 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

CS

Apr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

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1001 - 1025 of 2,771 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Ayman G

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May 5, 2022

Thanks professor Nader for your perfectly and wonderful Moc, I really enjoyed each minute of the course. Your the best

By Tyra F

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Jan 30, 2022

Absolutely fantastic course. Loved the professors style of teaching, its very engaging and makes you want to know more.

By Ayesha H K

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Apr 1, 2021

One of the best course I have taken on Coursera.

Thank you so much Mr. Nader Tavassoli. You are an excellent professor.

By Aakash S

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Nov 23, 2020

This course is the best one I've gotten enrolled into. Great instructor. Great lessons. Tons of information. Loved it !

By diandra

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Jul 27, 2020

My First Completed coursera

just enroll to it, you wont regret! I never knew brand knowledge will be this rich

thank you

By Renata V

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Jul 6, 2020

This course was excellent. I learned many things. Professor Tavassoli is truly great at explaining and giving examples.

By Ajay R

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Jun 21, 2020

Excellent course!! Good Course Syllabus. Instructor gave loads of examples to make course really understandable. Thanks

By Karim A H M

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Jan 26, 2020

I highly recommend this course and you will gain alot of knowledge about brands and how to achieve a successful journey

By Rishabh K

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Sep 27, 2022

Great explanation with nice small breakups of the videos which don't take too much time so it maintains the attention

By Jean C

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May 31, 2021

Muy bueno. Me ayudó a tener una visión mas amplia de lo que es una marca, y cual debería ser el enfoque dentro de una.

By Shirley D L L

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Mar 17, 2021

Completamente recomendado para aquellas empresas que no alinean su marca con los comportamientos de sus colaboradores.

By Ιωάννα Φ

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Feb 7, 2021

I found the course really insightful, to the point and enlightening as to brand management. I definitely recommend it!

By Katakage B

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Sep 17, 2020

Very informative. I learned something new throughout and the interviews and anecdotes helped contextualize information

By Anirudh A

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Aug 12, 2020

This course has a brand range of concepts which gives in depth understanding towards branding aspects. Must do course.

By Flor M

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Jun 3, 2020

Nader Tavassoli is an excellent Professor.

The material for the course was very interesting.

I certainly recommend it.

By Guillermo F L

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Apr 25, 2020

Excelente. Simplemente apasionante el enfoque de este curso y perfectamente explicado por el profesor Nader Tavassoli.

By Anusree S

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Nov 30, 2018

Indeed a great course to delve into the intricacies of BM. Great for someone willing to pursue it as a line of career.

By Himanshu S

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Sep 19, 2018

Highly recommendable!! Trust me if you want some good knowledge about Brands and Branding then Go For it!! it works :)

By Luis A M S

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Feb 13, 2023

Un viaje increible por todas las fases de alineación y experiencia del consumidor perteneciente a la gestión de marca

By Kanokporn A

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Feb 7, 2021

Highly recommended: Really helped broadened my perspective of traditional view to customer journey and value creation

By Peter P

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Nov 8, 2020

Prof Nader Tavasolli did an excellent job in getting the massage to understand the Basics in Baran Management through

By Katrin A O

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Jun 26, 2020

Very enlightening. There are a lot of interviews with professionals that explain the concepts of Professor Tavassoli.

By Valeria M

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Jun 24, 2020

Thanks Professor Nader Tavassoli, after this MOOC I can say I see bussiness and brands totally from a different view.

By Vera B

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Jun 9, 2020

Great insights, interesting new approaches, very modern and strategic way of thinking - would do it again every time!