Chevron Left
Back to Brand Management: Aligning Business, Brand and Behaviour

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.

Filter by:

451 - 475 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Reuben J C

Jul 29, 2020

It was a great experience. I always wanted to learn with real life examples and case studies which was provided by this course in abundance. Thank you Nader sir for your wonderful explanation, it was really great and enjoyable.

By Rishit A

Jul 27, 2021

The course provided by Professor Nader was very good. What goes behind in making a company customer and employee-friendly is discussed in detail, I personally feel I can use this knowledge for my own good in the coming years.

By CAROLINA T

Dec 9, 2020

I loved this course! The content was clear even for a beginner like me. Prof. Tavassoli has a funny and benevolent style of teaching, he makes you enjoy your "student journey"! I'm almost sad that the course was only 5 weeks!

By Shreeya D

Feb 22, 2022

It was and amazing expereince learning such an important topic of brand management. Prof. Nader Tavassoli was really good, he gave various practical examples and explained concepts with immense clarity. THANK YOU SO MUCH !!

By Cecília A d B S

Dec 1, 2021

This course was an amazing experience. It was my first time studying on Coursera and I couldn't think of a better course to start here with. The professor was incredible and the lessons were very important and enlightening.

By Norma S

Mar 2, 2021

As a marketing student I think this is an amazing course to 'open our eyes' even more on where Branding really starts and how it affects a consuming journey!!! Thank you Professor Nader for your very well explained modules!!

By Vaibhav k G

Dec 24, 2020

A brilliant Course. Very well designed and conducted. Full credit to the instructor Professor Nader Tavassoli for keeping the content interesting and enlightening throughout. Thank you LBS for making me a part of the course.

By Srinivasan M

Jul 16, 2020

This is a well structured course that touches upon several key themes. My suggestion would be to add a chapter on what digital strategies and how digital marketing techniques should be leveraged to further the brand value.

By Youssra F

Nov 20, 2019

I have just started the class and it's absolutely amazing ! The teacher is an amazing soul who explains things so clearly, and he even runs some interviews with real CEO's and entrepreneurs. Thank you for your amazing work !

By Austin J

May 7, 2019

This course really assists well with overall understanding of Brands, as well as contemporary differences in how they are managed. Up to date, and well explained with great visuals, there is an abundance of clothes hangers.

By Ελένη Ξ

Mar 4, 2020

This course helped me a lot to clearly understand everything about branding. My studies are on Marketing & Communication field, however I learned many new things. I feel like I have my Master degree! Thank you Mr Tavassoli.

By ANANTHA K M P

Sep 9, 2022

I gain an understanding of the strength and significance of a brand from its conception to implementation, as well as how brand identity must be fostered and managed to positively effect a company's performance and future.

By Nguyễn N

Sep 14, 2022

It is very suitable for those who are just starting to learn about brand management. Lecturers are very easy to understand, give clear and practical examples. The exercise is a bit difficult, but the topic is really good.

By Alexandra S

Sep 16, 2020

It was a perfect practise-oriented course with amazing professor! It was very interesting to listen to him, I think if we are in the offline class no one will chat while he is talking because he is a really good speaker.

By Panina S

Jun 21, 2020

Great course! For me personally it was very important that all the concepts were illustrated with business cases and vivid examples, which facilitated a better and clearer understanding and comprehension of the material.

By Praewwanit S

May 6, 2020

Well structured course with great content. The professor explain the concept of branding that broaden my view about branding. The way that the professor explain the content is easy to understand and fun to learn as well.

By Mathebele k M

Dec 12, 2022

i thank God for such a great opportunity to be sought into this course,thanks to the professor providing us with desired tools to equip us ,thank you so much to the learners who took their time to review my assignments

By Tom H

Jul 4, 2021

This is the fourth coursera course I have done in the last 6 months. It is the best one yet. The range of practical examples and interviews used. Great recommendations for further learning. Thank you Professor Tavassoli

By Gregory C

May 25, 2023

Informative and highly engaging. Professor Tavassoli offers fresh insight and a unique perspective, aided by relevant case studies and in-depth interviews, on the importance of branding in a rapidly evolving landscape.

By Varun S

Jul 18, 2022

Love the learnings. Professor Nader is an amazing asset to the University of London. He is an excellent orator and full of knowledge. I wish I get a chance to interact with him once in life. So much to learn from him.

By Rashid K

May 10, 2022

Good learning with University of London Bussiness school MR Nader is a brilliant teacher very practical examples and interviews of related industries very supportive,

recommend this course

thanks to Coursera

Rashid khan

By Suhana A

Oct 26, 2021

Had an amazing time learning this course and learnt things in a new perspective about brand management. Professor Nader Tavassoli has made learning this course really fun with amazing interviews and great explanation.

By Gökhan E

Oct 6, 2021

I am grateful to everyone who contributed to this beautiful education. It was a very important training for my career, thank you

Teşekkürler, kariyerim açısında çok önemli bir eğitimdi. Emeği geçen herkese minnettarım

By Irfan R

Aug 12, 2021

With Professional Teachers, With Interesting Materials. So that it can be facilitated in terms of learning. Highly recommended when you are going to start your field in business. Thank you Coursera, Thank you Everyone.

By Kashyapa S K S

Mar 20, 2021

Coming from a manufacturing background, I had a different view about brand management and it was great to learn in detail about brand management from the experts like Mr. Tavassoli. Thank you Coursera and Mr Tavassoli.