Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour

Instructor: Nader Tavassoli

Access provided by CU Gen Ed : KNOW ACCUM III

506,444 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

7,835 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

7,835 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

Skills you'll gain

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Assessments

5 assignments¹

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Taught in English

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There are 5 modules in 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.”

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.

What's included

8 videos3 readings1 assignment1 peer review

8 videos Total 71 minutes

1.1 Introduction 7 minutes
1.2 Brand identity and brand image 12 minutes
1.3 Interview with Bethany Koby, Director, Technology Will Save Us 9 minutes
1.4 Brand purpose (part 1) 8 minutes
1.5 Brand purpose (part 2) 6 minutes
1.6 Interview with David Kershaw, CEO, M&C Saatchi 10 minutes
1.7 3E's (part 1) 8 minutes
1.8 3E's (part 2) 10 minutes

3 readings Total 30 minutes

Start Here 10 minutes
Glossary 10 minutes
Optional Reading 10 minutes

1 assignment Total 30 minutes

Module 1 Quiz 30 minutes

1 peer review Total 120 minutes

Module One: To Do 120 minutes

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.

What's included

9 videos1 reading1 assignment1 peer review

9 videos Total 98 minutes

2.1 Why brand experiences matter (Part 1) 11 minutes
2.2 Why brand experiences matter (Part 2) 11 minutes
2.3 Digital brand experiences (Part 1) 9 minutes
2.4 Digital brand experiences (Part 2) 7 minutes
2.5 Designing Brand Experiences (Part 1) 12 minutes
2.6 Designing Brand Experiences (Part 2) 16 minutes
2.7 Signature Pricing 10 minutes
2.8 Interview with Huib van Bockel 12 minutes
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School) 11 minutes

1 reading Total 10 minutes

Optional Reading 10 minutes

1 assignment Total 30 minutes

Module 2 Quiz 30 minutes

1 peer review Total 120 minutes

Module Two: To Do 120 minutes

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.

What's included

13 videos1 reading1 assignment1 peer review

13 videos Total 131 minutes

3.1 Connecting the Dots (Part 1) 7 minutes
3.2 Connecting the Dots (Part 2) 10 minutes
3.3 From Silos to Synchrony (Part 1) 11 minutes
3.4 From Silos to Synchrony (Part 2) 6 minutes
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins) 13 minutes
3.6 Aligning the 3Bs at LBS 14 minutes
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual) 14 minutes
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual) 8 minutes
3.9 Global Alignment (Part 1) 7 minutes
3.10 Global Alignment (Part 2) 10 minutes
3.11 Interview with Keith Weed (CMO, Unilever) 17 minutes
3.12 Brand Portfolio Management (Part 1) 9 minutes
3.13 Brand Portfolio Management (Part 2) 6 minutes

1 reading Total 10 minutes

Optional Extras 10 minutes

1 assignment Total 30 minutes

Module 3 Quiz 30 minutes

1 peer review Total 120 minutes

Module Three: To Do 120 minutes

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.

What's included

15 videos1 reading1 assignment1 peer review

15 videos Total 129 minutes

4.1 Brand Practices (Part 1) 11 minutes
4.2 Brand Practices (Part 2) 4 minutes
4.3 Brand Practices (Part 3) 14 minutes
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 17 minutes
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi) 11 minutes
4.6: Interview with Tanya Truman (Lush) 9 minutes
4.7: Interview with Nik Allebon (Lush) 10 minutes
4.8 The Six A's of Brand Engagement (Part 1) 5 minutes
4.9 The Six A's of Brand Engagement (Part 2) 10 minutes
4.10 The Six A's of Brand Engagement (Part 3) 6 minutes
4.11 The Six A's of Brand Engagement (Part 4) 6 minutes
4.12 The ABCs of Behaviour Change (Part 1) 8 minutes
4.13 The ABCs of Behaviour Change (Part 2) 7 minutes
4.14 The ABCs of Behaviour Change (Part 3) 7 minutes
4.15 The ABCs of Behaviour Change (Part 4) 4 minutes

1 reading Total 10 minutes

Optional Reading 10 minutes

1 assignment Total 30 minutes

Module 4 Quiz 30 minutes

1 peer review Total 120 minutes

Module Four: To Do 120 minutes

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.

What's included

10 videos1 reading1 assignment1 peer review

10 videos Total 96 minutes

5.1 Introduction 1 minute
5.2 Brand health: The traditional approach 15 minutes
5.3 Internal brand health 18 minutes
5.4 Customer-based brand equity 7 minutes
5.5 Employee-based brand equity 8 minutes
5.6 Brand Value and Valuation 13 minutes
5.7 Interview with David Haigh, CEO, Brand Finance 11 minutes
5.8 Brand Metrics (Part 1) 13 minutes
5.9 Brand Metrics (Part 2) 4 minutes
5.10 Course Summary 5 minutes

1 reading Total 10 minutes

Optional Reading 10 minutes

1 assignment Total 30 minutes

Module 5 Quiz 30 minutes

1 peer review Total 120 minutes

Final Reflection 120 minutes

Instructor

Instructor ratings

(3,247 ratings)

Nader Tavassoli

University of London

1 Course 506,444 learners

Offered by

University of London

London Business School

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Reviewed on Apr 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.

Reviewed on Nov 2, 2020

I enjoyed the course because it is very practical and entertaining. I am very disappointed that some people do not take it seriously as I encounter a good number of plagiarism in the assignments.

Reviewed on Aug 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.

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