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.
Offered By
University of London
London Business School
Brand Management: Aligning Business, Brand and Behaviour
University of LondonAbout this Course
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Learner Career Outcomes
21%
started a new career after completing these courses
23%
got a tangible career benefit from this course
12%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
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Start instantly and learn at your own schedule.
Flexible deadlines
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Beginner Level
Approx. 17 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Skills you will gain
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
Learner Career Outcomes
21%
started a new career after completing these courses
23%
got a tangible career benefit from this course
12%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 17 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Offered by
University of London
The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk
London Business School
London Business School was founded in 1964 and joined the University of London in 1965.
Syllabus - What you will learn from this course
3 hours to complete
Brand Purpose & Experience
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.
3 hours to complete
8 videos (Total 71 min), 3 readings, 2 quizzes
3 hours to complete
Brand Design & Delivery
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.
3 hours to complete
9 videos (Total 98 min), 1 reading, 2 quizzes
4 hours to complete
Brand Leadership and Alignment
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.
4 hours to complete
13 videos (Total 131 min), 1 reading, 2 quizzes
4 hours to complete
Brand Practices & Engagement
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.
4 hours to complete
15 videos (Total 129 min), 1 reading, 2 quizzes
Reviews
TOP REVIEWS FROM BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR
by ASMar 16, 2021
Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process. Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!
by SSApr 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!
by SSOct 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.
by PGApr 13, 2020
well researched and well compiled topics. I 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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