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Brand Management: Aligning Business, Brand and Behaviour

Approx. 17 hours to complete

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Course Summary

This course teaches you how to create a strong brand identity for your business or organization. You will learn about the importance of branding, how to conduct market research, and how to create a brand strategy that aligns with your business goals.

Key Learning Points

Learn how to create a brand strategy that aligns with your business goals
Understand the importance of branding and how it affects your business
Discover how to conduct market research to inform your brand strategy

Learning Outcomes

Create a strong brand identity for your business or organization
Understand the importance of branding and how it affects your business
Develop a brand strategy that aligns with your business goals

Prerequisites or good to have knowledge before taking this course

Basic knowledge of business and marketing
Access to a computer and internet connection

Course Difficulty Level

Intermediate

Course Format

Online self-paced course
Video lectures
Interactive quizzes and exercises

Similar Courses

Marketing Analytics
Social Media Marketing
Digital Marketing

Related Education Paths

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Description

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.”

Outline

Brand Purpose & Experience
1.1 Introduction
1.2 Brand identity and brand image
1.3 Interview with Bethany Koby, Director, Technology Will Save Us
1.4 Brand purpose (part 1)
1.5 Brand purpose (part 2)
1.6 Interview with David Kershaw, CEO, M&C Saatchi
1.7 3E's (part 1)
1.8 3E's (part 2)
Start Here
Glossary
Optional Reading
Module 1 Quiz

Brand Design & Delivery
2.1 Why brand experiences matter (Part 1)
2.2 Why brand experiences matter (Part 2)
2.3 Digital brand experiences (Part 1)
2.4 Digital brand experiences (Part 2)
2.5 Designing Brand Experiences (Part 1)
2.6 Designing Brand Experiences (Part 2)
2.7 Signature Pricing
2.8 Interview with Huib van Bockel
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)
Optional Reading
Module 2 Quiz

Brand Leadership and Alignment
3.1 Connecting the Dots (Part 1)
3.2 Connecting the Dots (Part 2)
3.3 From Silos to Synchrony (Part 1)
3.4 From Silos to Synchrony (Part 2)
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)
3.6 Aligning the 3Bs at LBS
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)
3.9 Global Alignment (Part 1)
3.10 Global Alignment (Part 2)
3.11 Interview with Keith Weed (CMO, Unilever)
3.12 Brand Portfolio Management (Part 1)
3.13 Brand Portfolio Management (Part 2)
Optional Extras
Module 3 Quiz

Brand Practices & Engagement
4.1 Brand Practices (Part 1)
4.2 Brand Practices (Part 2)
4.3 Brand Practices (Part 3)
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand)
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)
4.6: Interview with Tanya Truman (Lush)
4.7: Interview with Nik Allebon (Lush)
4.8 The Six A's of Brand Engagement (Part 1)
4.9 The Six A's of Brand Engagement (Part 2)
4.10 The Six A's of Brand Engagement (Part 3)
4.11 The Six A's of Brand Engagement (Part 4)
4.12 The ABCs of Behaviour Change (Part 1)
4.13 The ABCs of Behaviour Change (Part 2)
4.14 The ABCs of Behaviour Change (Part 3)
4.15 The ABCs of Behaviour Change (Part 4)
Optional Reading
Module 4 Quiz

Brand Metrics & Returns
5.1 Introduction
5.2 Brand health: The traditional approach
5.3 Internal brand health
5.4 Customer-based brand equity
5.5 Employee-based brand equity
5.6 Brand Value and Valuation
5.7 Interview with David Haigh, CEO, Brand Finance
5.8 Brand Metrics (Part 1)
5.9 Brand Metrics (Part 2)
5.10 Course Summary
Optional Reading
Module 5 Quiz

Summary of User Reviews

Learn how to build a strong brand and develop a brand strategy with the Brand Management course on Coursera. Students love the practical approach to creating and managing a brand, with expert guidance from industry leaders.

Key Aspect Users Liked About This Course

The practical approach to creating and managing a brand.

Pros from User Reviews

Expert guidance from industry leaders
Practical approach to building a brand
Clear and concise lectures
Interactive assignments and quizzes

Cons from User Reviews

Some sections may be too basic for experienced brand managers
Limited feedback on assignments
Some students reported technical difficulties with the platform

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