Brand Management: Aligning Business, Brand and Behaviour from Coursera

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.”

What's inside

Syllabus

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.

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.

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.

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.

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches a contemporary approach to branding that emphasizes customer experiences delivered by the organization, not just visual identity

Developed and taught by a recognized expert in brand management from London Business School, Nader Tavassoli

Examines how to measure brand health internally and externally, providing a comprehensive view of brand performance

Covers a wide range of topics, from brand purpose to brand valuation, offering a holistic understanding of brand management

Designed for professionals, brand managers, and business leaders looking to enhance their understanding of branding and its impact on organizational performance

Includes guest videos from leading branding professionals, providing practical insights from industry experts

Reviews summary

Brand management: aligning business, brand, and behaviour

Learners say "Brand Management: Aligning Business, Brand, and Behaviour" is a largely positive course that provides a highly relevant overview of brand management. The course's greatest strengths are: * **Engaging assignments.** Multiple choice quizzes, peer-graded writing assignments, and case study-based homework help reinforce learning, provide opportunities for practical application, and facilitate peer learning. * **Well-structured and highly organized.** The course is broken down into five manageable modules, each of which covers a key aspect of brand management, including brand identity, brand image, brand purpose, brand experience, and brand valuation. * **Professor Nader Tavassoli's teaching.** Tavassoli is knowledgeable, engaging, and passionate about brand management. He is also skilled at breaking down complex concepts in a way that is easy to understand. * **Real-world examples and case studies.** The course is full of real-world examples and case studies that help illustrate the concepts being taught. This makes the course more relevant and engaging for learners. **Notes:** * **Confirmation bias.** Some learners may be more likely to focus on the positive aspects of the course due to confirmation bias. However, the overall sentiment of the reviews is overwhelmingly positive, suggesting that the course is genuinely well-received. * **Outdated materials.** Some of the course materials are outdated, which can be a drawback for learners who are looking for the most up-to-date information on brand management. However, the course still provides a solid foundation in the key concepts of brand management. * **Inconsistent grading.** Some learners reported that the grading of the written assignments was inconsistent, which can be frustrating. However, the majority of learners found the peer-review process to be helpful and constructive. * **Lack of a discussion forum.** The course does not have a discussion forum, which can make it difficult for learners to connect with each other and discuss the course material. However, the peer-review process does provide some opportunities for interaction. Overall, "Brand Management: Aligning Business, Brand, and Behaviour" is a valuable course for anyone who wants to learn more about brand management. It provides a comprehensive overview of the key concepts, is well-structured and engaging, and is taught by a knowledgeable and experienced professor.

The course is well-structured and organized, with five manageable modules covering key aspects of brand management, including brand identity, brand image, brand purpose, brand experience, and brand valuation.

"The course is broken down into five manageable modules, each of which covers a key aspect of brand management, including brand identity, brand image, brand purpose, brand experience, and brand valuation."

The course is full of real-world examples and case studies that help illustrate the concepts being taught.

"The course is full of real-world examples and case studies that help illustrate the concepts being taught."

The course includes multiple choice quizzes, peer-graded writing assignments, and case study-based homework, which help reinforce learning, provide opportunities for practical application, and facilitate peer learning.

"Multiple choice quizzes, peer-graded writing assignments, and case study-based homework help reinforce learning, provide opportunities for practical application, and facilitate peer learning."

Professor Nader Tavassoli is knowledgeable, engaging, and passionate about brand management. He is also skilled at breaking down complex concepts in a way that is easy to understand.

"Professor Nader Tavassoli is knowledgeable, engaging, and passionate about brand management. He is also skilled at breaking down complex concepts in a way that is easy to understand."

The course does not have a discussion forum, which can make it difficult for learners to connect with each other and discuss the course material.

"The course does not have a discussion forum, which can make it difficult for learners to connect with each other and discuss the course material."

Some learners may be more likely to focus on the positive aspects of the course due to confirmation bias.

"Some learners may be more likely to focus on the positive aspects of the course due to confirmation bias."

Some learners reported that the grading of the written assignments was inconsistent, which can be frustrating.

"Some learners reported that the grading of the written assignments was inconsistent, which can be frustrating."

Some of the course materials are outdated, which can be a drawback for learners who are looking for the most up-to-date information on brand management.

"Some of the course materials are outdated, which can be a drawback for learners who are looking for the most up-to-date information on brand management."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Brand Management: Aligning Business, Brand and Behaviour with these activities:

Review basic marketing principles

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Enhances foundational understanding of marketing principles, crucial for the course's exploration of modern branding practices.

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Review key concepts like market segmentation, target audience, and brand positioning.
Read articles and case studies on successful marketing campaigns.

Read 'Building Strong Brands' by David Aaker

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Provides a foundational understanding of branding concepts and best practices, complementing the course material and expanding knowledge beyond lectures.

View Strategic Market Management on Amazon

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Review key chapters on brand identity, positioning, and differentiation.
Analyze case studies and examples to enhance understanding of real-world applications.

Engage in online discussions

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Fosters peer collaboration and critical thinking by encouraging active participation in online forums and discussions related to course topics.

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Post thoughtful questions and comments in discussion forums.
Provide constructive feedback to peers' ideas and perspectives.

Five other activities

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Show all eight activities

Conduct mock brand audits

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Provides hands-on experience in evaluating brand health and identifying areas for improvement, as emphasized in the course.

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Select a brand of interest.
Analyze brand elements like logo, messaging, and customer experience.
Identify strengths and weaknesses based on the course's frameworks.

Connect with branding professionals

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Provides opportunities to gain insights from experienced practitioners and expand professional networks, enhancing learning beyond the classroom.

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Reach out to individuals in the branding industry.
Attend networking events and conferences.
Connect on LinkedIn and ask for informational interviews.

Develop a branding infographic

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Challenges learners to synthesize course concepts and communicate them effectively through a visually engaging infographic, reinforcing understanding.

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Identify key branding concepts and data points to include.
Design an infographic that is visually appealing and easy to understand.
Seek feedback from peers or branding professionals to refine the infographic.

Develop a brand experience plan

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Challenges learners to apply course concepts by creating a comprehensive plan for delivering a superior brand experience.

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Identify target audience and their needs.
Articulate brand values and personality.
Design touchpoints and experiences that align with brand strategy.

Contribute to branding open-source projects

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Encourages practical application and collaboration by contributing to open-source projects related to branding frameworks, tools, or resources.

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Identify relevant open-source projects on platforms like GitHub.
Review code and documentation to understand project objectives.
Contribute bug fixes, feature enhancements, or documentation improvements.

Career center

Learners who complete Brand Management: Aligning Business, Brand and Behaviour will develop knowledge and skills that may be useful to these careers:

Brand Manager

A Brand Manager is in charge of the development, execution, and measurement of marketing campaigns for a particular brand or product line. This course can help you succeed in this role by providing you with a deep understanding of the evolving practice of brand management, as well as the skills you need to build and lead brands from a broad organizational perspective. You will also learn how to measure brand health in new ways, and how to value and capture returns to brands across the organization.

See salaries and explore the career path for Brand Manager

Marketing Manager

A Marketing Manager is responsible for planning and executing marketing campaigns for a company or organization. This course can help you succeed in this role by providing you with a comprehensive understanding of the marketing landscape, as well as the skills you need to develop and implement effective marketing strategies. You will also learn how to measure the effectiveness of your marketing campaigns, and how to use data to improve your results.

See salaries and explore the career path for Marketing Manager

Product Manager

A Product Manager is responsible for the development, launch, and marketing of a particular product or product line. This course can help you succeed in this role by providing you with a deep understanding of the product development process, as well as the skills you need to manage a product from concept to launch. You will also learn how to conduct market research, and how to use data to make informed decisions about your product.

See salaries and explore the career path for Product Manager

Brand Consultant

A Brand Consultant helps companies to develop and implement brand strategies. This course can help you succeed in this role by providing you with a comprehensive understanding of the branding process, as well as the skills you need to develop and execute effective brand strategies. You will also learn how to measure the effectiveness of your brand strategies, and how to use data to improve your results.

See salaries and explore the career path for Brand Consultant

Brand Strategist

A Brand Strategist develops and implements brand strategies for companies and organizations. This course can help you succeed in this role by providing you with a deep understanding of the branding process, as well as the skills you need to develop and execute effective brand strategies. You will also learn how to measure the effectiveness of your brand strategies, and how to use data to improve your results.

See salaries and explore the career path for Brand Strategist

Marketing Director

A Marketing Director is responsible for the development and execution of marketing campaigns for a company or organization. This course can help you succeed in this role by providing you with a comprehensive understanding of the marketing landscape, as well as the skills you need to develop and implement effective marketing strategies. You will also learn how to measure the effectiveness of your marketing campaigns, and how to use data to improve your results.

See salaries and explore the career path for Marketing Director

Chief Marketing Officer

A Chief Marketing Officer (CMO) is responsible for the overall marketing strategy and execution for a company or organization. This course can help you succeed in this role by providing you with a comprehensive understanding of the marketing landscape, as well as the skills you need to develop and implement effective marketing strategies. You will also learn how to measure the effectiveness of your marketing campaigns, and how to use data to improve your results.

See salaries and explore the career path for Chief Marketing Officer

Market Researcher

A Market Researcher is responsible for conducting research to help companies understand their target market. This course can help you succeed in this role by providing you with a strong foundation in research methods, as well as the skills you need to design and execute research studies. You will also learn how to analyze and interpret data, and how to communicate your findings to stakeholders in a clear and concise way.

See salaries and explore the career path for Market Researcher

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to help companies make informed marketing decisions. This course can help you succeed in this role by providing you with a strong foundation in data analysis, as well as the skills you need to use data to solve marketing problems. You will also learn how to communicate your findings to stakeholders in a clear and concise way.

See salaries and explore the career path for Marketing Analyst

Art Director

An Art Director is responsible for the visual design of a company or organization's marketing materials. This course can help you succeed in this role by providing you with a strong foundation in design principles, as well as the skills you need to create visually appealing marketing materials. You will also learn how to collaborate with other members of the marketing team to develop and execute effective marketing campaigns.

See salaries and explore the career path for Art Director

Copywriter

A Copywriter is responsible for writing the text for a company or organization's marketing materials. This course can help you succeed in this role by providing you with a strong foundation in writing principles, as well as the skills you need to write clear and concise marketing copy. You will also learn how to collaborate with other members of the marketing team to develop and execute effective marketing campaigns.

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Creative Director

A Creative Director is responsible for the overall creative vision of a company or organization. This course can help you succeed in this role by providing you with a deep understanding of the creative process, as well as the skills you need to lead and manage a creative team. You will also learn how to develop and execute creative campaigns, and how to measure the effectiveness of your work.

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Social Media Manager

A Social Media Manager is responsible for managing a company or organization's social media presence. This course can help you succeed in this role by providing you with a deep understanding of social media platforms, as well as the skills you need to create and manage social media content. You will also learn how to use social media to build relationships with customers and promote your brand.

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Event Manager

An Event Manager is responsible for planning and executing events for a company or organization. This course may be useful for you if you are interested in this role, as it can help you to develop the skills you need to plan and execute successful events. You will also learn how to manage budgets, negotiate contracts, and work with vendors.

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Public relations manager

A Public Relations Manager is responsible for managing a company or organization's public relations efforts. This course may be useful for you if you are interested in this role, as it can help you to develop a strong understanding of public relations principles and practices. You will also learn how to build relationships with the media and other stakeholders, and how to manage a public relations crisis.

See salaries and explore the career path for Public relations manager