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

4.9
stars
7,767 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

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.

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.

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1951 - 1975 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Aldrin

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Nov 5, 2020

This is the best course on Coursera

By Sanya A

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Sep 27, 2020

A very well conceptualised course .

By Mohammad A H

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Jul 8, 2020

Excellent course. Well structured.

By PRAMITH C R

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Jul 4, 2020

Tje couse was amazing and wonderful

By Vishwajeet G

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Jun 2, 2020

It was a great learning experience.

By Abdullah S A

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Mar 23, 2020

Open eye course, highly recommended

By Raul N C G

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Feb 15, 2020

Excellent content and presentation!

By Ivanna S

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Nov 19, 2024

Great course, definitely recommend

By Matilde S

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Jul 28, 2024

Amazing course! Thank you so much!

By faezeh d

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Aug 29, 2022

I have enjoyed during this course.

By Patrícia C

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Jan 4, 2022

Good learning and great professor.

By Vũ B H

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Dec 19, 2021

It is so good for beginner like me

By ANVE M E

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Nov 10, 2021

This course was very useful for me

By AFFONSO D

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May 26, 2021

Learned so much with that course!

By Vidushi A

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Aug 16, 2020

It was a great learning experience

By James S

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Jun 20, 2020

Outstanding course!!!!!!!!!!!!!!!1

By Avinash P

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Jun 8, 2020

Excellent course. Very insightful.

By Stefanie S

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May 17, 2020

Such a good and meaningful course!

By Emre S

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May 16, 2020

Great value for money and content!

By Arnold S M

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Apr 20, 2020

Got good insight from this course.

By Jyot K

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Oct 4, 2024

Great leaning with great examples

By Irina F

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Sep 12, 2022

great course, thank you so much!

By oloo o

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Jun 18, 2022

best insights on brand management

By Tanishka D

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May 19, 2022

amazing course!! Very insightful