4.9
stars
6,538 ratings

Nader Tavassoli

364,411 already enrolled

Offered By

University of London

London Business School

Brand Management: Aligning Business, Brand and Behaviour

University of London

About this Course

257,136 recent views

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

26%

started a new career after completing these courses

29%

got a tangible career benefit from this course

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Beginner Level

Approx. 17 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Skills you will gain

Corporate Branding
Brand Marketing
Brand Management
Brand Identity

Learner Career Outcomes

26%

started a new career after completing these courses

29%

got a tangible career benefit from this course

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Beginner Level

Approx. 17 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.88/5 (2,767 Ratings)

Nader Tavassoli

Professor of Marketing

London Business School

364,411 Learners

1 Course

Offered by

University of London

The University of London is a federal University which includes 17 world leading Colleges. With extensive experience in distance learning since 1858, University of London has enriched the lives of thousands of students, delivering high quality degrees across the globe. Today, University of London is a global leader in flexible study, offering degree programmes to over 45,000 students in over 190 countries, delivering world-leading research across the world. To find out more about University of London, 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.

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

Learn more about Coursera for Business

Syllabus - What you will learn from this course

Content Rating97%(69,456 ratings)

Week1

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

Week2

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)11m2.2 Why brand experiences matter (Part 2)10m2.3 Digital brand experiences (Part 1)8m2.4 Digital brand experiences (Part 2)6m2.5 Designing Brand Experiences (Part 1)11m2.6 Designing Brand Experiences (Part 2)15m2.7 Signature Pricing10m2.8 Interview with Huib van Bockel11m2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10m

1 reading

Optional Reading10m

1 practice exercise

Module 2 Quiz30m

Week3

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)6m3.2 Connecting the Dots (Part 2)10m3.3 From Silos to Synchrony (Part 1)10m3.4 From Silos to Synchrony (Part 2)5m3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13m3.6 Aligning the 3Bs at LBS13m3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13m3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8m3.9 Global Alignment (Part 1)6m3.10 Global Alignment (Part 2)9m3.11 Interview with Keith Weed (CMO, Unilever)17m3.12 Brand Portfolio Management (Part 1)8m3.13 Brand Portfolio Management (Part 2)5m

1 reading

Optional Extras10m

1 practice exercise

Module 3 Quiz30m

Week4

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)10m4.2 Brand Practices (Part 2)3m4.3 Brand Practices (Part 3)14m4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16m4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11m4.6: Interview with Tanya Truman (Lush)8m4.7: Interview with Nik Allebon (Lush)9m4.8 The Six A's of Brand Engagement (Part 1)5m4.9 The Six A's of Brand Engagement (Part 2)10m4.10 The Six A's of Brand Engagement (Part 3)5m4.11 The Six A's of Brand Engagement (Part 4)5m4.12 The ABCs of Behaviour Change (Part 1)8m4.13 The ABCs of Behaviour Change (Part 2)6m4.14 The ABCs of Behaviour Change (Part 3)6m4.15 The ABCs of Behaviour Change (Part 4)4m

1 reading

Optional Reading10m

1 practice exercise

Module 4 Quiz30m

Reviews

4.9

2430 reviews

5 stars
88.63%
4 stars
9.57%
3 stars
1.11%
2 stars
0.19%
1 star
0.47%

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

by CSApr 22, 2021

Loved the approach, found it really interesting as most concepts were explained using case studies. Would highly recommend this one to anyone who is interested in understanding the concept of Brand.

by SDMay 31, 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!

by JPJul 26, 2021

I have really enjoyed learning brand management which was a very new topic to me. I have worked hard on the assessments and I am thankful for the institution for giving me the opportunity to learn.

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!

View all reviews

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?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Build employee skills, drive business results

Discover Coursera for Business

Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour

About this Course

Learner Career Outcomes

26%

29%

Skills you will gain

Learner Career Outcomes

26%

29%

Instructor

Nader Tavassoli

Offered by

University of London

London Business School

Syllabus - What you will learn from this course

Brand Purpose & Experience

Brand Design & Delivery

Brand Leadership and Alignment

Brand Practices & Engagement

Brand Metrics & Returns

Reviews

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

Frequently Asked Questions

Learn Something New

Popular Data Science Courses

Popular Computer Science & IT Courses

Popular Business Courses

Coursera

Community

More

Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour

About this Course

Learner Career Outcomes

26%

29%

Skills you will gain

Learner Career Outcomes

26%

29%

Instructor

Nader Tavassoli

Offered by

University of London

London Business School

Syllabus - What you will learn from this course

Brand Purpose & Experience

Brand Design & Delivery

Brand Leadership and Alignment

Brand Practices & Engagement

Brand Metrics & Returns

Reviews

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

Frequently Asked Questions

Coursera Footer

Learn Something New

Popular Data Science Courses

Popular Computer Science & IT Courses

Popular Business Courses

Coursera

Community

More