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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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501 - 525 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Micah R

Feb 2, 2021

This is a course that will be very helpful to those seeking to better their skills in brand management. It offers new perspectives on how a brand is developed and how it relates to the business and its consumers.

By Dwayne P

Dec 15, 2020

I think this course was beautifully crafted by the professor, He was clear, inviting, and very knowledgeable. I like that he is not old school but u to the times. Love the interviews he did. Well done. Thank you!

By Robert B

Sep 12, 2023

Thank you, Nader Tavassoli. I recently concluded my ownership of my first company, a venture I had for 14 years. Participating in your course has significantly boosted my confidence for my next business venture.

By Mariano P R

May 22, 2020

Great and useful course, the examples are perfect and the tools about marketing and very helpful. I just feel more motivate it to develop the brand image in my own company and feel more confident to lead my team

By Asel M

Oct 27, 2022

During the study on this course I learned many new concepts around this topic and I am deeply grateful for the lecturer for his interesting and insightful reflections with clear and simple instances. Thank you.

By Ajjay T

Apr 18, 2022

Amazing Insight into Brand. The new concepts 3Es, 3Bs and 6As explained by Prof. Nader Tavassoli were an eye-opener and we can actually implement them in systematic ways. It will definitely help the Brand grow.

By Sade B

May 23, 2020

This course was Amazing. I have learned so many different avenues and ways of how to define and look at brands. The instructor was great and very detailed. The information was very relatable and understandable.

By Rita A

Aug 17, 2018

Very good content and professionals. Good for communcation students who want to learn more about Marketing. Good for Marketing student who want to have a different and more real perspective of Brand Management.

By Rainalyn T S

Jul 24, 2022

I appreciate the professor's initiative to make the course very interesting apart from getting resource speakers from various well-known industries. Kudos to a very good MOOC! I enjoyed the lectures very much.

By Claudia G

Feb 27, 2021

The course was perfect, the teacher explained everything in such a detailed and simple way that a person outside the area could easily understand, highly recommended, totally satisfied with everything learned.

By RAJ F

Mar 31, 2020

It helped me understand Brand Management in the real sense and how the customer experience and its journey is what matters, was very crucial to learn along with those great examples and an awesome explanation.

By Manoj S

Aug 8, 2021

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.

Helpful?

By Aesha A

Sep 22, 2020

The way Prof. Nader taught this course will leaves an impression on you and helps you remember all the important concepts much more easily. It is a fun way to learn and I would love to keep learning from him.

By Vinitha R

Nov 21, 2020

Professor Nader Tavassoli has been really 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.

By Fahmid S H

Jun 13, 2020

I think it is the best online course on brand management. It is very much simple and organized. I am not a business graduate but I understood every bit of it. A BIG THANKS TO MR. NADER! U ARE SIMPLY AWESOME!

By Diahanna L

Aug 30, 2021

The course was intensive but worth my time invested. The teacher was very pleasant and the way he explained the subjects were very clear. I loved the interviews with people who have experience in the field.

By Shevait P

Jul 13, 2021

This course provides in-depth insights on the new branding techniques and also includes interviews with different Heads from various companies to understand their strategies. I highly recommend this course.

By Forum V

May 22, 2020

Thoroughly enjoyed every bit of this course. Prof. Tavassoli, the simplicity and finesse with which you have exaplained complex concepts is amazing. The learnings and applications are very relevant and apt!

By Samuel N

Feb 28, 2021

Most comprehensive in depth course I have attended.Thoroughly and carefully delivered with great attention to detail by Professor Nader Tavassoli. Excellent presentations. Smart and progressive material.

By Angelica S

Oct 17, 2020

Excellent course, I've been in marketing for 20 years and this was an excellent refresher about what makes a good brand, a LEADING brand. Nader Travassoli is absolutely superb. Highly recommend his course.

By Samhita S

Apr 20, 2020

I had a wonderful experience learning about aligning your business, Brand and Behaviour through this course. Really enjoyed Professor Tavassoli's way of teaching and felt super connected through this MOOC!

By Giovanna C

Apr 30, 2023

excellent course, Excellent Professor Tavassoli! I'd like to apply to an undergraduate course but I have no economic possibilities at the moment. Thank you for all, Professor Tavassoli!

Giovanna Castellana

By Canela

Apr 19, 2023

It's been a while since I don't enjoy learning so much! ❤️ I'm delighted to have concluded this insightful course, where every module was a masterclass from Professor Nader Tavassoli. Highly recommended!

By Kevin N

Jul 15, 2022

This is my first course on coursera and my first completion too. Definitely gave me a good impression towards coursera. The course outline,topics espcially the use of case studies and example was spot on.

By Lina V

Dec 11, 2020

The lecturer is fantastic! He is easy to understand, gives plenty of interesting examples and manages to hold the listeners attention. Content of the course is also excellent. I´m glad I joined this MOOC!