Online course: Brand Management: Aligning Business, Brand and Behaviour

Dates: any time

Duration: 22 hours

Rating: 4.9 / 5.0 out of 2464 ratings

Participating countries: any country

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Organizer: London Business School at Coursera

Cost:

  • FREE
  • $49 with sharable certificate

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: 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.”

Instructor

 

Programme

WEEK 1: 4 hours to complete

Brand Purpose & Experience

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.

1.1 Introduction 7m
1.2 Brand identity and brand image 12m
1.3 Interview with Bethany Koby, Director, Technology Will Save Us 8m
1.4 Brand purpose (part 1) 8m
1.5 Brand purpose (part 2) 5m
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9m
1.7 3E’s (part 1) 7m
1.8 3E’s (part 2) 10m

WEEK 2: 4 hours to complete

Brand Design & Delivery

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.

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

WEEK 3: 5 hours to complete

Brand Leadership and Alignment

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.

3.1 Connecting the Dots (Part 1) 6m
3.2 Connecting the Dots (Part 2) 10m
3.3 From Silos to Synchrony (Part 1) 10m
3.4 From Silos to Synchrony (Part 2) 5m
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins) 13m
3.6 Aligning the 3Bs at LBS1 3m
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual) 13m
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual) 8m
3.9 Global Alignment (Part 1) 6m
3.10 Global Alignment (Part 2) 9m
3.11 Interview with Keith Weed (CMO, Unilever) 17m
3.12 Brand Portfolio Management (Part 1) 8m
3.13 Brand Portfolio Management (Part 2) 5m

WEEK 4: 5 hours to complete

Brand Practices & Engagement

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.

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

WEEK 5: 4 hours to complete

Brand Metrics & Returns

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.

5.1 Introduction 1m
5.2 Brand health: The traditional approach 15m
5.3 Internal brand health 18m
5.4 Customer-based brand equity 7m
5.5 Employee-based brand equity 7m
5.6 Brand Value and Valuation 12m
5.7 Interview with David Haigh, CEO, Brand Finance 10m
5.8 Brand Metrics (Part 1) 13m
5.9 Brand Metrics (Part 2) 4m
5.10 Course Summary5m