Brand Management: Aligning Business, Brand and Behaviour

  • 4.9
Approx. 17 hours to complete

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

Related Topics for further study


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


Related Books

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.

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
English
Available now
Approx. 17 hours to complete
Nader Tavassoli
University of London, London Business School
Coursera

Instructor

Nader Tavassoli

  • 4.9 Raiting
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