University of London
Brand Management: Aligning Business, Brand and Behaviour
University of London

Brand Management: Aligning Business, Brand and Behaviour

Nader Tavassoli

Instructor: Nader Tavassoli

457,465 already enrolled

Included withCoursera Plus

Gain insight into a topic and learn the fundamentals.
4.9

(7,348 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 17 hours
Learn at your own pace
97%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.9

(7,348 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 17 hours
Learn at your own pace
97%
Most learners liked this course

Details to know

Earn a career certificate

Add to your LinkedIn profile

Assessments

5 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 5 modules in this course

Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.

What's included

8 videos3 readings1 assignment1 peer review

Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module.

What's included

9 videos1 reading1 assignment1 peer review

Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.

What's included

13 videos1 reading1 assignment1 peer review

Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module.

What's included

15 videos1 reading1 assignment1 peer review

Welcome to Module 5! In this module, we'll cover the following topics: How brands create value; Why brand valuation is not the same as the value brands create; How to design a strategic and cross-functional brand dashboard. As well as the lecture videos, you will also be learning through interviews with David Haigh, CEO of Brand Finance. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment which asks you to reflect on your learning throughout the course.

What's included

10 videos1 reading1 assignment1 peer review

Instructor

Instructor ratings
4.9 (3,077 ratings)
Nader Tavassoli
University of London
1 Course457,465 learners

Offered by

Recommended if you're interested in Entrepreneurship

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 7348

4.9

7,348 reviews

  • 5 stars

    88.50%

  • 4 stars

    9.68%

  • 3 stars

    1.10%

  • 2 stars

    0.23%

  • 1 star

    0.47%

SD
5

Reviewed on May 31, 2020

SS
5

Reviewed on Apr 19, 2020

PG
5

Reviewed on Apr 13, 2020

New to Entrepreneurship? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions