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Brand Management: Aligning Business, Brand and Behaviour
  • Level Foundation
  • Duration 17 hours
  • Course by University of London
  • Offered by

About

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.”

Modules

Module 1

    • 8 Videos
    • 3 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 1 Quiz

1 Peer Review

  • Module One: To Do

8 Videos

  • 1.1 Introduction
  • 1.2 Brand identity and brand image
  • 1.3 Interview with Bethany Koby, Director, Technology Will Save Us
  • 1.4 Brand purpose (part 1)
  • 1.5 Brand purpose (part 2)
  • 1.6 Interview with David Kershaw, CEO, M&C Saatchi
  • 1.7 3E's (part 1)
  • 1.8 3E's (part 2)

3 Readings

  • Start Here
  • Glossary
  • Optional Reading

Module 2

    • 9 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 2 Quiz

1 Peer Review

  • Module Two: To Do

9 Videos

  • 2.1 Why brand experiences matter (Part 1)
  • 2.2 Why brand experiences matter (Part 2)
  • 2.3 Digital brand experiences (Part 1)
  • 2.4 Digital brand experiences (Part 2)
  • 2.5 Designing Brand Experiences (Part 1)
  • 2.6 Designing Brand Experiences (Part 2)
  • 2.7 Signature Pricing
  • 2.8 Interview with Huib van Bockel
  • 2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)

1 Readings

  • Optional Reading

Module 3

    • 13 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 3 Quiz

1 Peer Review

  • Module Three: To Do

13 Videos

  • 3.1 Connecting the Dots (Part 1)
  • 3.2 Connecting the Dots (Part 2)
  • 3.3 From Silos to Synchrony (Part 1)
  • 3.4 From Silos to Synchrony (Part 2)
  • 3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)
  • 3.6 Aligning the 3Bs at LBS
  • 3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)
  • 3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)
  • 3.9 Global Alignment (Part 1)
  • 3.10 Global Alignment (Part 2)
  • 3.11 Interview with Keith Weed (CMO, Unilever)
  • 3.12 Brand Portfolio Management (Part 1)
  • 3.13 Brand Portfolio Management (Part 2)

1 Readings

  • Optional Extras

Module 4

    • 15 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4 Quiz

1 Peer Review

  • Module Four: To Do

15 Videos

  • 4.1 Brand Practices (Part 1)
  • 4.2 Brand Practices (Part 2)
  • 4.3 Brand Practices (Part 3)
  • 4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand)
  • 4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)
  • 4.6: Interview with Tanya Truman (Lush)
  • 4.7: Interview with Nik Allebon (Lush)
  • 4.8 The Six A's of Brand Engagement (Part 1)
  • 4.9 The Six A's of Brand Engagement (Part 2)
  • 4.10 The Six A's of Brand Engagement (Part 3)
  • 4.11 The Six A's of Brand Engagement (Part 4)
  • 4.12 The ABCs of Behaviour Change (Part 1)
  • 4.13 The ABCs of Behaviour Change (Part 2)
  • 4.14 The ABCs of Behaviour Change (Part 3)
  • 4.15 The ABCs of Behaviour Change (Part 4)

1 Readings

  • Optional Reading

Module 5

    • 10 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 5 Quiz

1 Peer Review

  • Final Reflection

10 Videos

  • 5.1 Introduction
  • 5.2 Brand health: The traditional approach
  • 5.3 Internal brand health
  • 5.4 Customer-based brand equity
  • 5.5 Employee-based brand equity
  • 5.6 Brand Value and Valuation
  • 5.7 Interview with David Haigh, CEO, Brand Finance
  • 5.8 Brand Metrics (Part 1)
  • 5.9 Brand Metrics (Part 2)
  • 5.10 Course Summary

1 Readings

  • Optional Reading

Auto Summary

Unlock the potential of brand management with Professor Nader Tavassoli from London Business School. This course redefines traditional branding, focusing on customer experience and internal brand-led behavior. Ideal for business and management enthusiasts, it covers skills like brand building, culture change, and brand health measurement. With a 1020-minute duration, it offers hands-on learning through engaging content and expert insights. Available on Coursera with Starter and Professional subscriptions, this foundational course empowers you to create and manage brands effectively across various contexts.

Nader Tavassoli
Instructor

Nader Tavassoli