Brand Management: Aligning Business, Brand and Behaviour
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Brand Management: Aligning Business, Brand and Behaviour
Instructor: Nader Tavassoli
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Skills you'll gain
- Global Marketing
- Brand Marketing
- Brand Awareness
- Consumer Behaviour
- Branding
- Strategic Marketing
- Internal Communications
- Experience Design
- Human Resources
- Brand Strategy
- Human Resource Strategy
- Brand Loyalty
- Culture Transformation
- Organizational Development
- Behavior Management
- Marketing Management
- Employee Engagement
- Organizational Change
- Brand Management
- Customer experience strategy (CX)
Details to know
See how employees at top companies are mastering in-demand skills
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
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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.
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 Jun 14, 2020
I recommend this for anyone interested in branding, professor Tavassoli's approach is eye-opening, he has a gift for delivering that makes it very pleasant to participate in this 5 week course.
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