Offered By

University of London

London Business School

Brand Management: Aligning Business, Brand and Behaviour

University of London

About this Course

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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.”

Learner Career Outcomes

30%

started a new career after completing these courses

27%

got a tangible career benefit from this course

14%

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), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish

Skills you will gain

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

Learner Career Outcomes

30%

started a new career after completing these courses

27%

got a tangible career benefit from this course

14%

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), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish

Instructor

Instructor rating

4.89/5 (1,223 Ratings)

Nader Tavassoli

Professor of Marketing

London Business School

144,202 Learners

1 Course

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.

London Business School is a leading global business school and is one of the few in the world to have the triple crown accreditation (AACSB, EQUIS, AMBA). The School was ranked the best business school in Europe for three years in a row (2014-2016) by the Financial Times and was ranked second in the world for Business and Management Studies in 2016 by the QS Rankings. The School offers post-graduate degrees and covers seven subject areas – Accounting, Economics, Finance, Management Science and Operations, Marketing, Organisational Behaviour and Strategy and Entrepreneurship.

Syllabus - What you will learn from this course

Content Rating97%(31,076 ratings)

Week

Week 1

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

8 videos

1.1 Introduction7m

1.2 Brand identity and brand image12m

1.3 Interview with Bethany Koby, Director, Technology Will Save Us8m

1.4 Brand purpose (part 1)8m

1.5 Brand purpose (part 2)5m

1.6 Interview with David Kershaw, CEO, M&C Saatchi 9m

1.7 3E's (part 1)7m

1.8 3E's (part 2) 10m

3 readings

Start Here10m

Glossary10m

Optional Reading10m

1 practice exercise

Module 1 Quiz30m

Week

Week 2

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

9 videos

2.1 Why brand experiences matter (Part 1)11m

2.2 Why brand experiences matter (Part 2)10m

2.3 Digital brand experiences (Part 1)8m

2.4 Digital brand experiences (Part 2)6m

2.5 Designing Brand Experiences (Part 1)11m

2.6 Designing Brand Experiences (Part 2)15m

2.7 Signature Pricing10m

2.8 Interview with Huib van Bockel11m

2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10m

1 reading

Optional Reading10m

1 practice exercise

Module 2 Quiz30m

Week

Week 3

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

13 videos

3.1 Connecting the Dots (Part 1)6m

3.2 Connecting the Dots (Part 2)10m

3.3 From Silos to Synchrony (Part 1)10m

3.4 From Silos to Synchrony (Part 2)5m

3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13m

3.6 Aligning the 3Bs at LBS13m

3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13m

3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8m

3.9 Global Alignment (Part 1)6m

3.10 Global Alignment (Part 2)9m

3.11 Interview with Keith Weed (CMO, Unilever)17m

3.12 Brand Portfolio Management (Part 1)8m

3.13 Brand Portfolio Management (Part 2)5m

1 reading

Optional Extras10m

1 practice exercise

Module 3 Quiz30m

Week

Week 4

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

15 videos

4.1 Brand Practices (Part 1)10m

4.2 Brand Practices (Part 2)3m

4.3 Brand Practices (Part 3)14m

4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16m

4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11m

4.6: Interview with Tanya Truman (Lush)8m

4.7: Interview with Nik Allebon (Lush)9m

4.8 The Six A's of Brand Engagement (Part 1)5m

4.9 The Six A's of Brand Engagement (Part 2)10m

4.10 The Six A's of Brand Engagement (Part 3)5m

4.11 The Six A's of Brand Engagement (Part 4)5m

4.12 The ABCs of Behaviour Change (Part 1)8m

4.13 The ABCs of Behaviour Change (Part 2)6m

4.14 The ABCs of Behaviour Change (Part 3)6m

4.15 The ABCs of Behaviour Change (Part 4)4m

1 reading

Optional Reading10m

1 practice exercise

Module 4 Quiz30m

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
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Will I earn university credit for completing the Course?
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More questions? Visit the Learner Help Center.

Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour

About this Course

Learner Career Outcomes

30%

27%

14%

Skills you will gain

Learner Career Outcomes

30%

27%

14%

Instructor

Nader Tavassoli

Offered by

University of London

London Business School

Syllabus - What you will learn from this course

Week 1

Brand Purpose & Experience

Week 2

Brand Design & Delivery

Week 3

Brand Leadership and Alignment

Week 4

Brand Practices & Engagement

Week 5

Brand Metrics & Returns

Reviews

TOP REVIEWS FROM BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR

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Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour

About this Course

Learner Career Outcomes

30%

27%

14%

Skills you will gain

Learner Career Outcomes

30%

27%

14%

Instructor

Nader Tavassoli

Offered by

University of London

London Business School

Syllabus - What you will learn from this course

Week 1

Brand Purpose & Experience

Week 2

Brand Design & Delivery

Week 3

Brand Leadership and Alignment

Week 4

Brand Practices & Engagement

Week 5

Brand Metrics & Returns

Reviews

TOP REVIEWS FROM BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR

Frequently Asked Questions

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Top Online Courses

Top Online Specializations

Online Certificates

Online Degree Programs

Coursera

Community

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