About this Course
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.”
Globe

100% online course

Start instantly and learn at your own schedule.
Beginner Level

Beginner Level

Clock

Approx. 25 hours to complete

Suggested: 5 hours/week
Comment Dots

English

Subtitles: English
Globe

100% online course

Start instantly and learn at your own schedule.
Beginner Level

Beginner Level

Clock

Approx. 25 hours to complete

Suggested: 5 hours/week
Comment Dots

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section
Clock
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....
Reading
8 videos (Total 71 min), 3 readings, 2 quizzes
Video8 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
Reading3 readings
Start Here10m
Glossary10m
Optional Reading10m
Quiz1 practice exercises
Module 1 Quiz14m

2

Section
Clock
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. ...
Reading
9 videos (Total 98 min), 1 reading, 2 quizzes
Video9 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
Reading1 readings
Optional Reading10m
Quiz1 practice exercises
Module 2 Quiz12m

3

Section
Clock
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....
Reading
13 videos (Total 131 min), 1 reading, 2 quizzes
Video13 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
Reading1 readings
Optional Extras10m
Quiz1 practice exercises
Module 3 Quiz14m

4

Section
Clock
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. ...
Reading
15 videos (Total 129 min), 1 reading, 2 quizzes
Video15 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
Reading1 readings
Optional Reading10m
Quiz1 practice exercises
Module 4 Quiz10m

5

Section
Clock
4 hours to complete

Brand Metrics & Returns

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....
Reading
10 videos (Total 96 min), 1 reading, 2 quizzes
Video10 videos
5.2 Brand health: The traditional approach15m
5.3 Internal brand health18m
5.4 Customer-based brand equity7m
5.5 Employee-based brand equity7m
5.6 Brand Value and Valuation12m
5.7 Interview with David Haigh, CEO, Brand Finance10m
5.8 Brand Metrics (Part 1)13m
5.9 Brand Metrics (Part 2)4m
5.10 Course Summary5m
Reading1 readings
Optional Reading10m
Quiz1 practice exercises
Module 5 Quiz12m
5.0

Top Reviews

By CRMar 22nd 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 15th 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

Instructor

Avatar

Nader Tavassoli

Professor of Marketing

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

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