Name: Brand Management: Aligning Business, Brand and Behaviour
Brand: University of London
Availability: OnlineOnly
Rating: 4.9 (2722 reviews)

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

4.9

stars

7,589 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

May 25, 2023

To be honest really i will miss the wonderful teacher. the way he took the class and explanation was outstanding. i recommend learners to take this course to have the clear idea of Brand Management.

Oct 23, 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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1201 - 1225 of 2,723 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Julius B

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Jan 1, 2021

I liked that a lot of practical examples were provided. I enjoyed every minute of this course.

By Королева О С

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Dec 16, 2020

This course is very useful for people interested in brand management and some marketing hints.

By oliviadaechsel

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Jul 14, 2020

Awesome professor! I really enjoyed the examples you used to best describe the topics at hand.

By Anusha D

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Jun 27, 2020

The lectures explained with the relevant examples helped me to better understand the concepts.

By Noelia S S M

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May 2, 2020

Im from Guatemala! Excellent MOOC! Thank you for all the examples is the best way of learning.

By Anwesha B

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Sep 7, 2019

I don't think there could be a better course for Branding than this. The instructor is awesome

By Sajjad D

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Feb 26, 2025

Amazing experience, I recommend it for all not only for business owners but also for emploees

By Nicole Y R G

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Feb 29, 2024

Informative lessons that look at both the traditional and more modern approaches to branding.

By Chloe K W

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Jul 26, 2023

Great course that goes in depth! Definitely expanded my knowledge to benefit me in my career.

By asad q

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Jun 20, 2023

I had a wonderful first experience using Coursera. I'm pleased to be involved in this. Thanks

By George V

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Jun 2, 2022

Had an amazing journet throughout the course. Very informative and would recommend it to all.

By Nesrin Ş

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Oct 2, 2021

It was really beneficial course and I definitely suggest. Nader Tavassoli is a great teacher!

By Federico C

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Mar 23, 2021

Great Course! I learned a lot of things that I didn´t know. Thanks a lot for the opportunity!

By Isaac B

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Dec 16, 2020

What a great professor and a great line-up of professionals. Thank You Prof. Nader Tavassoli!

By Ebenezer A L

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Oct 28, 2020

Course contents was well equipped, very educative and involved indepth research and analysis.

By Laila M

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Sep 11, 2023

it's useful, insightful, and inspiring. i enjoy and appreciate all information in this MOOC.

By Lilian Y

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Dec 28, 2021

Excellent frameworks and case studies that can help beginners as well as seasoned marketers.

By Sheima T

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May 1, 2021

This course is wonderful and I learn very useful expression about my business and my career.

By Seoyun L

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Sep 28, 2020

Really insightful and interesting MOOC. Well presented with great case studies and examples.

By Yesenia E M T

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Sep 9, 2020

Es un excelente curso que vale la pena repetir para interiorizar el aprendizaje por completo

By Jaydip

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Jul 22, 2020

kudos to professor Nader Tavassoli, a very well designed MOOC. highly recommend to everyone.

By Abhishek G

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May 15, 2020

Fantastic teaching by Nader Sir..!! He set the live examples and the interviews were awesome

By Rashi J

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Apr 16, 2025

Excellent, engaging and very well presented course. Thanks for a great learning experience.

By Paschal E

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Sep 14, 2023

Excellent teaching, the whole experience made me to love Coursera...off th the next course!

By Deborah C

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Apr 18, 2023

teaches the required s9kills

videos are clear enough to understand

will always recommend it