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
7,767 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

RA

Aug 25, 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 23, 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.

Filter by:

2651 - 2675 of 2,778 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By anand k

•

Jul 24, 2022

The course is good for people who want to understand more about market research and branding.

By SHASHANK G

•

Aug 8, 2020

With the best faculty and thoroughly explained each module with the help of current examples.

By Laura F

•

Dec 29, 2024

Great course with a broad range of real-life examples and companies throughout the modules.

By Ayushree S

•

Aug 9, 2020

The content was good and the topics were explained in an understandable and relatable way.

By Piyash P

•

May 2, 2020

Unfortunately due to the recent turn of events could not catch up. Hope to start soon

By Анастасія Л

•

Mar 2, 2021

I think it is a fascinating course and very possible for brand manager and also SEO!

By oluwabunmi A

•

Sep 4, 2024

The course is quite detailed has it manages to break down very complex brand parts

By Eitan P

•

May 14, 2020

The course is great! actually one of the best that I have encountered on Coursera.

By Jaime S

•

Nov 17, 2025

Well presented ideas about branding, could be updated the content seems a bit old

By GORTI K M

•

Jul 29, 2020

The concepts were explained very well. A great course for all brand enthusiasts.

By Luke T

•

May 17, 2020

Good course to refresh as well as learn new insights and thoughts on Branding

By sanath r

•

Sep 10, 2018

very good to get an understanding about brands and how should they be aligned

By Massimo O

•

Jun 3, 2020

the course is very well formulated even if the examples should be updated

By Inarat f

•

Oct 18, 2024

I really loved the way this course was taught, Kudos to the instructor.

By Vama G

•

Jul 21, 2021

Very informative and helpful. The examples and interviews helped a lot.

By Karla A

•

Sep 13, 2021

It's a very good refresher for those interested in brand management.

By Madhu S

•

Nov 10, 2024

Good course, i enjoyed it and learned quite a lot, thanks for this!!

By Sandeep K y

•

Jul 18, 2022

this is really amazing. it's very helpfull to understand about brand

By Corgi K

•

Nov 8, 2021

It's a good class I just like the crash course one on youtube better

By sodipo k

•

Nov 3, 2022

It is an eye-opener to potentials that are dormant within a brand.

By tommaso r

•

Jun 30, 2020

very nicely done, some topics will be very important for everyone

By Muhammad F A

•

May 11, 2020

It was amazing in the start but later it became a little boring.

By Howard A

•

Aug 8, 2024

It is amazing, the concepts are simplified as well. I recommend

By Neel S

•

May 6, 2022

Very good course, recommend watching it in 1.5 playback speed👍