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Avis et commentaires pour d'étudiants pour Brand Management: Aligning Business, Brand and Behaviour par Université de Londres

2,696 évaluations
1,036 avis

À propos du cours

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.”...

Meilleurs avis


Apr 20, 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!


Apr 14, 2020

well researched and well compiled topics.\n\nI would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.

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1 - 25 sur 1,036 Avis pour Brand Management: Aligning Business, Brand and Behaviour

par Orlando C

Jul 24, 2018

Far too basic. For someone who is completely unfamiliar with branding, there is much that you will get out of this. Less so if you have a working knowledge of either marketing or branding. Simply said, this course is not rigorous.

There is a consistent reference in the lectures to this course being a MOOC which after a short while caused me to believe that the graduate level course at LBS that this was based on is indeed more rigorous and this MOOC is "dumbed-down" to make it more accessible. In my view, deeper learning comes when a learner is challenged to think differently.

Assignments are not peer-reviewed for quality, just for content.

Some of the better moments in this course happen during particular case studies, notably Disney and Southwest Airlines. There are also a few great interviews with leaders of firms such as Unilever. I wish there were more of those moments, more in-depth rigor around the case studies, and assignments intended to reinforce learning.

par rohit c a

May 02, 2019

The great course really impressed my teaching skills of the instructor. The in-depth understanding of brands . Finally, to sum up, the course was great customer experience.

par Mael L P

Apr 24, 2020

Valuable course with some good takeaways for me. Personally, I benefited more from the first 3 modules, which I felt were more hands on in terms of learning theoretical concepts and applying them. I thought the assignments were relevant, but felt like they could have been a little more elaborate/challenging. I appreciated most of the guest interviews, particularly the P&G and Saatchi and Saatchi ones which were really insightful and engaging. My main critique would be that the lectures at times felt too conversational. There wasn't enough of a focus on theoretical concepts/frameworks to understand the material, particularly in week 4 and 5. I would have liked to see a slightly more academic approach, using models and frameworks to illustrate concepts all the way through.

Thank you Professor Tavassoli for an interesting course!

par Jeevan L

Jun 26, 2020

Prof. Nader Tavassoli has been so passionate and carries a wast amount of knowledge in the domain. Explanation with relevant company example has helped me to understand the importance of every topic in the actual business scenario. The quizzes were bit tricky though. The only suggestion that I would like to pass it on to Prof. Tavassoli is that - Consumer behaviour across the globe isn't the same. If western customers are concerned with quality, experience, Asian customers (Particularly in India) are concerned about price, probably that's why you might not have heard about brands such as - Mi, Realme, Honor etc. So please include examples from around the world. Many of the company strategies that you have explained cannot be as effective as it was in other parts of the world due to these demographic, cultural and psychographic changes.

Thank you so much Professor Nader Tavassoli

par Sarika

Apr 20, 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!

par Giacomo S

Apr 11, 2020

The course was easy to understand despite the discussing about important concepts for the Brand Management. I consider this course a great starting point to dive into the ocean of Brand Management.

par RKH

Apr 03, 2020

The instructor is very friendly and uses interesting cases to clarify his points however, the reason why I am giving this course 4 stars is: 1- the course could have been reduced to 3 modules instead of 5 as it felt repetitive in some aspects.. 2- if you have a background in marketing, which I do, this course would only serve as a reminder and not brand new information which is fine I mean, it was still interesting to see how Professor Nader thought of branding and the cases he provided from Disney, Unilever, Lush etc.. were quite interesting but if you have a business degree, then you've probably been familiar with the concepts and info.

par Dr M K

Oct 19, 2019

Great MOOC that shifts your perspective on Branding. I would definitely recommend this. Thank you so much Professor Nader Tavassoli.

Lots of positives;

1) Concepts are explained in clear concise and organised manner.

2) Interviews with prominent people, that are not just relevant to the topic of discussion, but also very inspiring and motivating.

3)Assignments at the end of each module that promotes evaluation and application of what has been learnt.

4) My favourite part of the MOOC was Case studies on various brands like Pampers, Southwest Airlines and many more.

Thanks again LSB and Professor Nader Tavassoli. In your words, it was a satisfying learning "experience".

par Roshini T

May 08, 2020

An exemplary MOOC on Brand Management by Prof. Nader Tavassoli. The course emphasises the various aspects of brand management in a unique way to conduce betterment in knowledge about the same. It is exclusive of prosaic explanations of existing theories and manifests an unusual way of inducing knowledge about brand management with the help of tangibles like a ‘Coat Hanger’ and ‘Newton’s cradle’. Furthermore, the course is inclusive of a number of interviews with remarkable personalities that incentivises huge takeaways. To all those who have keen interest in marketing, this is so far the best I have come across!

par Chinmay N V

Mar 31, 2020

This MOOC is a very simplified version of a very important field in Marketing. The Assignments are devised in a way that it helps the student apply the learning of the course and better understand the topics. The MOOC will surely help build the basics for those looking forward to make a career in Marketing. Professor Nader's way of teaching is very good and his real and corporate life examples are easy to connect with. Great Job Professor Nader, London Business School, University Of London and Coursera for this wonderful course. Looking forward to learn more from LBS & Professor Nader.


Jul 14, 2020

This course provides me an opportunity to understand insides about world's leading Businesses along with their Brands journey and customer case study, As well as employer's and employees relationship with demonstrations, Presentations and Interview. This is my new learning in the field of business management. In this review, I would like to mention that i am going to pick up main concept to tacking away from this course is 3B's Businesses, Brands and Behavior which i like most. This will always require me to quote and reflect on the meaning of business management's core value.

par Vlad U

Apr 17, 2019

This is a fantastic course! I can't recommend it enough to anyone looking for a fresh look at Brand Management. Professor is incredible in his way to deliver information and explain concepts which always come with example so you'll never be left in confusion. It's totally worth it, highly recommended.

par Saurov A

Jan 29, 2019

This course is very effective and up to dated. I have learned a lot from this course. The relationship among Business, Brand & Behavior has been wonderfully crafted in this course. finally I would like to thanks to the course instructor for his friendly & easily understood lectures.


Mar 14, 2020

I really liked the content and the examples provided during the lectures. The best part was the industry interview element. They actually told us how these theories are implemented in practice.

par Konstantin T

Mar 28, 2019

Insightful and captivating course that is professionally made and professionally taught. I took away the knowledge that I needed much earlier.

par Michael M

Mar 26, 2019


par Jacqueline W

Oct 29, 2019

I started this course expecting to learn more classic brand strategy techniques such as Brand architecture, brand valuation, messaging and segmentation. This course focuses more on students understanding of basic brand concepts and their impact on businesses as a whole. I found the course very useful as an someone interested in Brand Consulting and think it would also be very useful for operators or customers facing individuals who are integral to delivering the brand promise across customer touch points. The course is taught at an MBA level, meaning less technical learning and more reviewing high-level concepts in action through company examples. Definitely walking away more knowledgeable!

par Katie

May 04, 2020

Thank you so much for creating this course Nader Tavassoli, it has given me a very good insight into Brand Management and has inspired me to pursue this in my career. There was a really good mix of useful examples and materials, and I really like the way you included interviews from people in the industry. It would be good if the grading was more structured, perhaps getting students to link their answers back to the theories in the course. Having said that, I like the way it is peer assessed because it is great to learn from the other students. Thank you again, Katie

par Sunita D

Jun 01, 2020

I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.

Thanks once again!

par arpit v

May 13, 2020


the concept suggested are very crisp and clear. easy to understand and implement in our business and profession. the example shared were also very relevant and eye opener.

Thanks Again

par Jeny J

May 09, 2020

I was eager to study a course from coursera..But i can't take it..Lecture is good,but the peers review is not good and not upto standard..I have taken many course from other digital platforms and enjoyed a lot..I will surely never take any course from coursera..

par Bhavya B

Jul 19, 2020

Brand Management: Aligning Business, Brand and Behaviour By Nader Tavassoli has provided this course with lead by examples mode, wherein he has illustrated brand design with relevant framework, bringing to light the purpose behind each of them and reinforcing them his interviews with great minds.

Nader Tavassoli is an inspiration as he has made the differentiation with brand management at London Business School, Unilever - ice creams and shared his success.

With this course, the way I look at business, brand, business, behavior will be with whole new dimension and Newton's cradle will be the reminder to keep its momentum with small actions at the moments that matter.

The assignments are created with "I hear and I forget. I see and I remember. I do and I understand. -Confucius", in mind. So I have got an opportunity to implement my learning in the course with these assignments.

Kudos to Professor Nader, London Business School, University Of London and Coursera for spreading the passion of profound impact on the way world does business. I am confident to join Professor Nader in creating purpose-driven from brand designing through brand delivery. Thank you.

par My A N

Sep 16, 2020

This course is amazing thanks to instructor, Mr. Nader Tavassoli, Professor of Marketing from London Business School has been so passionately inspiring in his mission to transfer the knowledge through insightful lectures and interviews with Brand's Managers as well as Business Owners to interview about real branding scenarios and cases, in order to get to the root of why they did what they did of the activities when it comes to managing a brand in businesses. I was able to learn and approach the new academical, yet practical way of learning branding and understanding brand management. Additional to learning, how to apply the knowledge in solving branding problems through assignments has been truly helpful to me as the assignment was designed to be realistically activating what I have just learnt into tools that I can use in business and brand's issues. I wouldn't say this course is easy for beginner, however, if you are passionate about building brand image and managing brand's reputation, this course is a great challenge that will be rewarding in the end. Thank you for the course!

par Shovan C

Jul 17, 2020

This MOOC is a bit exhausting but equally resourceful one. The instructor is love. Every time he opens his mouth, knowledge is disseminated from it and it becomes all about how much you can catch and store for your future savings. It talks about how the employees of an organization can live and breathe the brand internally (employee branding) and in the process, become enabled to deliver the brand at many various touch points (moments that matter) across the customer/ consumer experience (a result of overall customer/ consumer satisfaction derived from all the touch points across the customer/ consumer journey) through their actions and behaviors. It also tells how valuation of a brand's trademark and associated IP (Intellectual Property) in the balance sheet can't really reflect the enormous value of that branded business as a whole.

par Rannan N

Apr 16, 2020

what an amazing learning experience, the course was very relevant to the present brand management scene ,the delivery and content of the teacher Sir Nader was exceptional,the refrences through videos or articles were very relevant to better understand the topic being taught,the interviews with professional from the field of study and them sharing their experiences all made for an awesome and wholesome learning process.thank you for this ,and I would certainly recommend this course to anyone who wants to persue a career in Brand management or understanding Brand business and behaviour.once again a massive thank you for making a course of this calibre available.