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.
Brand Management: Aligning Business, Brand and Behaviour
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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Learner Career Outcomes
45%
started a new career after completing these courses
46%
got a tangible career benefit from this course
24%
got a pay increase or promotion
Skills you will gain
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
Learner Career Outcomes
45%
started a new career after completing these courses
46%
got a tangible career benefit from this course
24%
got a pay increase or promotion
100% online
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Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 25 hours to complete
English
Subtitles: English
Syllabus - What you will learn from this course
4 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.
4 hours to complete
8 videos (Total 71 min), 3 readings, 2 quizzes
8 videos
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 Quiz14m
4 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.
4 hours to complete
9 videos (Total 98 min), 1 reading, 2 quizzes
9 videos
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 Quiz12m
5 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.
5 hours to complete
13 videos (Total 131 min), 1 reading, 2 quizzes
13 videos
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 Quiz14m
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
4.2 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 Quiz10m
Reviews
4.9
TOP REVIEWS FROM BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR
by SGNov 3, 2019
If you're a newbie, this course is perfect, if your're a professional, this course is an awesome refresher and if you're a brand manager, this course will help you understand your brand even better
by RAAug 24, 2019
Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.
by MMMar 13, 2020
I really liked the content and the examples provided during the lectures. The best part was the industry interview element. They actually told us how these theories are implemented in practice.
by JNMar 28, 2020
This course is great if you feel like your thinking pattern has become complacent. If you are looking for "new" questions to ask this is the course. It has helped free me from my idea block.
by DOFeb 3, 2019
Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.
by CHFeb 10, 2019
Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.
by GHSep 25, 2019
In one word, the course was "AWESOME"\n\nI would like to extend my gratitude and regards to Prof Nader Tavassoli for a wonderful course led by examples, cases and interviews.
by RAMay 1, 2019
The great course really impressed my teaching skills of the instructor. The in-depth understanding of brands . Finally, to sum up, the course was great customer experience.
by MBAug 25, 2019
MOOC is completely relatable to real-time examples and interviews. This course is a great value addition to those who aspire to know the basic essence of brand management.
by SCJul 9, 2019
This course has taught me so many valuable things about Brand Management, highly recommended and great job Professor in keeping the videos short engaging and effortless.
by ADMay 21, 2019
Prof.Nadar is a Great Resource Person , He has articulated very relevant examples linked to the contemporary Conceptual Knowledge of Brand Management.My best wishes.
by CRMar 21, 2018
This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.
by MAJun 14, 2018
Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.
by KSAug 17, 2018
A very interesting course which gives new insights into brand building and how the various processes and systems need to aligned to help the brand gain momentum
by IGOct 15, 2019
There were innumerable errors, typos in the transcripts of all the modules throughout the course. I don't think that is acceptable of a platform like Coursera.
by CIJan 29, 2020
this course was very insightful and has made me more aware on how to manage a brand. recommend this course for all brand and product marketing experts
by AAOct 21, 2019
Very interesting course. Some of the quizzes didn't seem well aligned with the content of the individual modules. Overall very good/insightful course.
by CBSep 3, 2019
Such a great professor and interesting, well-designed certificate! Fantastic interviews and case studies to keep the course interactive! Thank you!
by RGDec 11, 2019
This course is fantastic, it clearly brings out concepts of brand management and a brand promise can be delivered.\n\nVery well structured course.
by MMJul 28, 2018
This course is very helpful if you want to understand the basics of the topic. Using relevant examples and cases really helped drive the content.
About 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
About 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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
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.
What is the refund policy?
Is financial aid available?
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