Brand Management Aligning Business, Brand and Behaviour
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:
- How to build brands from a broad organisational perspective
- 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)
- How to build brands in multi-brand companies, across cultures and geographies
- How to measure brand health in new ways, that is, internally in addition to externally
- 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:
- Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today
- 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
- 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.”
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Syllabus
Syllabus - What you will learn from this course
Week 1
Brand Purpose & Experience
Week 2
Brand Design & Delivery
Week 3
Brand Leadership and Alignment
Week 4
Brand Practices & Engagement
Week 5
Brand Metrics & Returns
FAQ
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
Reviews
AWESOME! Not just another Brand course but actually some really refreshing and insightful aspects. I really liked the assigments forces you to reflect on the classes diffrently than just the quizes.
All of the concepts were explained well with examples and the interviews gave the insights of how various companies operate and use different strategies. Overall it was good learning experience.
The course was well crafted and put together, and the professor was a delight to watch! Even the assignments were very engaging and I had fun doing them! I sure do feel like I have learnt a lot!
I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.
Thanks once again!
