Brand Management: Aligning Business, Brand and Behaviour

Instructor: Nader Tavassoli

Skills you'll gain

Brand Management

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Assessments

5 assignments

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 videosTotal 70 minutes

1.1 Introduction7 minutesPreview module
1.2 Brand identity and brand image12 minutes
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8 minutes
1.4 Brand purpose (part 1)8 minutes
1.5 Brand purpose (part 2)5 minutes
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9 minutes
1.7 3E's (part 1)7 minutes
1.8 3E's (part 2) 10 minutes

3 readingsTotal 30 minutes

Start Here10 minutes
Glossary10 minutes
Optional Reading10 minutes

1 assignmentTotal 30 minutes

Module 1 Quiz30 minutes

1 peer reviewTotal 60 minutes

Module One: To Do60 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 videosTotal 97 minutes

2.1 Why brand experiences matter (Part 1)11 minutesPreview module
2.2 Why brand experiences matter (Part 2)10 minutes
2.3 Digital brand experiences (Part 1)8 minutes
2.4 Digital brand experiences (Part 2)6 minutes
2.5 Designing Brand Experiences (Part 1)11 minutes
2.6 Designing Brand Experiences (Part 2)15 minutes
2.7 Signature Pricing10 minutes
2.8 Interview with Huib van Bockel11 minutes
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10 minutes

1 readingTotal 10 minutes

Optional Reading10 minutes

1 assignmentTotal 30 minutes

Module 2 Quiz30 minutes

1 peer reviewTotal 60 minutes

Module Two: To Do60 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 videosTotal 130 minutes

3.1 Connecting the Dots (Part 1)6 minutesPreview module
3.2 Connecting the Dots (Part 2)10 minutes
3.3 From Silos to Synchrony (Part 1)10 minutes
3.4 From Silos to Synchrony (Part 2)5 minutes
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13 minutes
3.6 Aligning the 3Bs at LBS13 minutes
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13 minutes
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8 minutes
3.9 Global Alignment (Part 1)6 minutes
3.10 Global Alignment (Part 2)9 minutes
3.11 Interview with Keith Weed (CMO, Unilever)17 minutes
3.12 Brand Portfolio Management (Part 1)8 minutes
3.13 Brand Portfolio Management (Part 2)5 minutes

1 readingTotal 10 minutes

Optional Extras10 minutes

1 assignmentTotal 30 minutes

Module 3 Quiz30 minutes

1 peer reviewTotal 60 minutes

Module Three: To Do60 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 videosTotal 128 minutes

4.1 Brand Practices (Part 1)10 minutesPreview module
4.2 Brand Practices (Part 2)3 minutes
4.3 Brand Practices (Part 3)14 minutes
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16 minutes
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11 minutes
4.6: Interview with Tanya Truman (Lush)8 minutes
4.7: Interview with Nik Allebon (Lush)9 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)5 minutes
4.11 The Six A's of Brand Engagement (Part 4)5 minutes
4.12 The ABCs of Behaviour Change (Part 1)8 minutes
4.13 The ABCs of Behaviour Change (Part 2)6 minutes
4.14 The ABCs of Behaviour Change (Part 3)6 minutes
4.15 The ABCs of Behaviour Change (Part 4)4 minutes

1 readingTotal 10 minutes

Optional Reading10 minutes

1 assignmentTotal 30 minutes

Module 4 Quiz30 minutes

1 peer reviewTotal 60 minutes

Module Four: To Do60 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 videosTotal 96 minutes

5.1 Introduction1 minutePreview module
5.2 Brand health: The traditional approach15 minutes
5.3 Internal brand health18 minutes
5.4 Customer-based brand equity7 minutes
5.5 Employee-based brand equity7 minutes
5.6 Brand Value and Valuation12 minutes
5.7 Interview with David Haigh, CEO, Brand Finance10 minutes
5.8 Brand Metrics (Part 1)13 minutes
5.9 Brand Metrics (Part 2)4 minutes
5.10 Course Summary5 minutes

1 readingTotal 10 minutes

Optional Reading10 minutes

1 assignmentTotal 30 minutes

Module 5 Quiz30 minutes

1 peer reviewTotal 60 minutes

Final Reflection60 minutes

Instructor

Instructor ratings

4.9 (3,131 ratings)

Nader Tavassoli

University of London

1 Course468,386 learners

Offered by

University of London

London Business School

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7,504 reviews

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Reviewed on Aug 25, 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 Nov 3, 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 Sep 7, 2020

Immensely grateful to the teacher for sharing their knowledge in the most didactic way possible! Excellent agenda and great handling of the subject. I hope it is not the only brand course I teach!

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