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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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1901 - 1925 of 2,771 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Hawen W

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Apr 27, 2020

Well designed content and resourceful!

By Shubham A

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Oct 31, 2019

It was a nicely put course experience.

By CHIBUZOR A A

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Jul 12, 2022

The course is engaging and educative.

By Christou P

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Aug 23, 2021

Interesting course, Great instructor

By Iris C

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Feb 2, 2021

very interesting with lively examples

By Marina I

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Jan 9, 2021

very interesting and full of examples

By Jurgita

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Nov 3, 2020

Very interesting and valuable course.

By Brian M

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Oct 15, 2020

Fantastic Fantastic Fantastic Course!

By Kirill M

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Jul 8, 2020

Good course! clear and understandable

By Praful S

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Jun 7, 2020

Amazing course with an amazing tutor.

By Himal C

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Jun 2, 2020

Great Experience and amazing content.

By Janice B

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Jun 1, 2020

Enjoyable course!! Super recommended.

By Syed A A Z

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May 3, 2020

This was the best course or Coursera.

By ABHI K

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Apr 20, 2020

One of the best courses in branding !

By Rahul U

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Apr 19, 2020

Awesome Course and Fabulous Professor

By Vipul B

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Apr 6, 2020

The course was highly knowledgeable !

By Habibur R

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May 1, 2024

One of the best courses on Coursera!

By Cissy C

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Nov 21, 2023

I have learned alot from this course

By Saeed P

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Feb 24, 2023

Thank your professor, it was perfect

By Samuel P

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Dec 21, 2022

The best course I have taken so far.

By Chua H L

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Oct 8, 2022

Very easy to follow and informative

By KHUSHI S

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Dec 30, 2021

Coursera helped me learn new things.

By jaspreet s

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Dec 20, 2021

great course with abundant knowledge

By Renée M

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Aug 24, 2021

great course work and good questions

By Jonathan O O V

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Aug 11, 2021

Excellent professor. Real-life cases