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

4.9
stars
7,073 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

SS

Apr 19, 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!

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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176 - 200 of 2,580 Reviews for Brand Management: Aligning Business, Brand and Behaviour

By Peter C

May 17, 2021

I would like to sincerely thank the London Business School and Nader Tavassoli for this course. You have given me more strenght to carry on in my path of doing the business in a better way (with impact), because after all it is not about business, but the humans behind (and for me the purpose is not just humans - but living creatures and plants on earth as such). THANK YOU

By Alok B

Apr 20, 2021

The course was very beautifully designed. All the terminologies are explained very well and well correlated with examples. Prof. Nader Tavassoli is a wonderful man who has very vast knowledge about the market, brands, and their brand positioning in the market. Thank you for being a wonderful mentor to us. Thank you London Business School for creating such a wonderful course.

By namrata d

Nov 11, 2019

I am very happy and pleased to have completed this course study in Brand Management. The mentors have been very helpful & so did Customer support staff. It surely taught me more than I thought it would. When I will go back to my job in graphics designs i will take all these as an examples . So thank you very much especially to the mentor and a lecturer Nadeer Tavasolli.

By Angela S

Apr 27, 2020

Our teacher was great. He provided accurate and detailed explanation at all times. He provided examples that could be understood by everyone and the course, in general, provided a different view of what Brand Management is. There is room for improvement though, I think the addition of slides is needed so the student can go through them before the lesson to be more prepared.

By Varibeth M

Mar 9, 2023

Professor Nader was amazing. The practical and relevant examples throughout the course were important to understand better the concepts. My career is focused in tourism operations, but getting knowledge about branding can not only be applied to my career now, also for my personal presentation. Thanks a lot to everyone who made this content possible. I highly recommend it.

By Marina O

Sep 27, 2021

Thank you for the course, Professor Tavassoli! Well-built material combined with many life examples and interviews. All this makes the course more vital and attracting. Sometimes it was quite challenging, since English was not my native language. Meantime I did enjoy it great and it gave me a good motivation to learn more about the subject and to improve English skills :).

By Siddarth D

Aug 22, 2019

Lots of videos but very in depth discussions of each of the topics. There are a lot of interviews within the modules to better relate to the everyday person, so you can see real world applications of what is being taught. I wish there was a bit more information on slides and handouts instead of purely talking but overall I learned alot from this course. Highly recommend!

By Bupinder B

Aug 25, 2022

i have not had a perfect proffesor, he was so detailed, love the mooc and interviews from leading business people, i just didnt learn, but changed how i look at branding and brands, i was actually sad that the course was ending, i enjoyed every minute of all the knowldege that was been shared, i recommed this course for everyone from marketing people to managers, thanks

By patt j

Mar 1, 2021

This course provides a perspective of how marketing and brand relate to the business as a whole. Not only the knowledge about brand, this course also leads the student to understand brand and marketing from the business point of view which is very useful for both corporate and entrepreneurs. I got knowledge, concept and framework from generating process to measurement.

By Fadi A S

Sep 1, 2021

An eye opening experience that i recommend for every marketing person even after working for 25 years i still found myself learning and focusing like a fresh graduate, professor Nader has an amazing simplified way of explaining the most complex of topics and leaves you with so much to think of about your work and career and even your personal life. highly recommended.

By Claire G

Jun 29, 2020

This was the best course I've ever taken. Professor Tavassoli did an amazing job explaining the value of living the brand within an organization with practical suggestion for actions. His opinions are so insightful and down-to-earth. A lot of what Professor Tavassoli mentioned in the course can be put to direct use in our jobs, this is so rare and absolutely valuable!

By Dawn J

Jun 15, 2020

Excellent course meeting the expectations of a course from University of London . Well conceived and executed covering all aspects it promised to. Prof. Nader Tavassoli had used his knowledge and skills to transfer his learnings to the students in a well understandable manner. The interviews, cases and the materials shared maintained high quality. Totally Satified !

By Sahasranshu S P

Nov 29, 2020

The course provide a well defined and a clear understanding and frameworks for managing a brand. Professor Nader's real life examples are easy to understand and are relatable which makes the overall learning experience much better. Overall a must take course for anyone who is looking to enrich his or her understanding regarding what is a brand and how to manage it.

By Marlene C

May 14, 2020

Outstanding instructor, This is an incredibly interesting course that will inspire with innovative strategies to evaluate and build brands . The material is organized and structured. I learned so much more than I expected .The course has substance with case studies, slides clearly illustrating concepts, data and analysis and videos with transformational leaders.

By Sateesh H

Mar 10, 2019

It is a great course with new perspectives. I feel, Managers or Founders must study this course since the idea of Brand Management is shifting from ' Department' to ' Function'. I am very happy with the content delivery and design of the entire course structure. Great course by great school and look ahead for much more useful courses from University of London.

By Julie U

Sep 24, 2020

I found this to be a well organized and presented course with practical processes for integrating our brand across silos. The pace was manageable and assignments were an opportunity to brain storm and create new strategic action plans. I found it refreshing that both external and internal customers were considered. I wish the instructor offered more courses.

By Ruchika T

Jun 21, 2020

This course highly inspired me in every aspect of management involving around brand and our brilliant teacher who explained every concept in great detail and giving such informative examples helped me a lot to understand managing the brand as whole. I will definitely look into some more courses in which he will be the mentor of that MOOC. Thanks a lot teacher!!

By Ronnie V

Dec 8, 2020

I work as a maintenance worker in a large retail store and this course has given me an understanding of what my co-workers in the marketing and sales department do to keep our store relevant in these challenging times. I also believe I can now contribute more to my employer in regards to our Brand Purpose and the 6A's due to what I have learned in this course.

By Fan G

Dec 23, 2020

Previously I thought about branding as part of the responsibility of marketing team, and it was all about positioning and implanting some effusive illusion about the product in customers' mind. This course is enlightening! I got to understand branding from new perspectives and learned about how it impacts the whole business and value creation in greater depth.

By Abey T

Nov 18, 2020

I thoroughly enjoyed this program. Prof. Nader Tavassoli is an excellent narrator. He explained the concepts systematically and lucidly with relevant examples to drive home the message. The interviews with industry champions were insightful as it provided a practical viewpoint to the concepts. I would strongly recommend this program to anyone in management.

By Elvira A

Mar 8, 2022

I have laernt so much from this course. One of my take homes is the importance of internal brand health, which is an area I did not give a lot of attention before this course. All employees need to be advocates of the brand.

Alignimg business, brand and behaviour is definitely the combination needed to grow businesses to the next level achieving set goals.

By Ganesh R B

May 24, 2020

The way the course contents were presented is a microcosm of what the course really discusses. Seeing myself as a customer, I can vouch for the amazing journey I had through the five weeks across all the touch points. The peer reviewed assignments and quizzes were well aligned to what the course expects of its learners. Thank you, Professor Nader Tavassoli

By Sawan M

Jan 5, 2021

Great MOOC, especially as I am from the operation side. This MOOC has helped me manage my sales /marketing team better. The fact that each module contains a peer review assignment also ensures effort in practical thinking and application of concepts learnt. Overall I would recommend this for all business leaders to get an insight into Brand Management.

By Avyaya A

May 3, 2020

Loved it, truly inspiring and very thought provoking. One of the few series of classes where I took down notes and recounted my learnings without being told by anyone. It is well researched, well taught and most importantly instills a sense of confidence within you after completing it. 100% must take course for anyone interested in the field of business.

By joseph m

Dec 19, 2021

the course was very insightful in changing the traditional ways of looking at organisational efficiency to customer experience as a sustainable differentiation factor . Great work From Professor Nader Tavassoli in enriching the programme with live examples through interviews with Top Executives of top Brands. What a time to be alive.!!!!!!!!!!! welldone.