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.
Offert par
Université de Londres
London Business School
Brand Management: Aligning Business, Brand and Behaviour
Université de LondresÀ propos de ce cours
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ont commencé une nouvelle carrière après avoir terminé ce cours
28%
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12%
a obtenu une augmentation de salaire ou une promotion
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Approx. 17 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Compétences que vous acquerrez
Corporate BrandingBrand MarketingBrand ManagementBrand Identity
Résultats de carrière des étudiants
30%
ont commencé une nouvelle carrière après avoir terminé ce cours
28%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
12%
a obtenu une augmentation de salaire ou une promotion
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant
Approx. 17 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Offert par
Université de Londres
The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk
London Business School
London Business School was founded in 1964 and joined the University of London in 1965.
Programme du cours : ce que vous apprendrez dans ce cours
3 heures pour terminer
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.
3 heures pour terminer
8 vidéos (Total 71 min), 3 lectures, 2 quiz
8 vidéos
1.1 Introduction7 min
1.2 Brand identity and brand image12 min
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8 min
1.4 Brand purpose (part 1)8 min
1.5 Brand purpose (part 2)5 min
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9 min
1.7 3E's (part 1)7 min
1.8 3E's (part 2) 10 min
3 lectures
Start Here10 min
Glossary10 min
Optional Reading10 min
1 exercice pour s'entraîner
Module 1 Quiz30 min
3 heures pour terminer
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.
3 heures pour terminer
9 vidéos (Total 98 min), 1 lecture, 2 quiz
9 vidéos
2.2 Why brand experiences matter (Part 2)10 min
2.3 Digital brand experiences (Part 1)8 min
2.4 Digital brand experiences (Part 2)6 min
2.5 Designing Brand Experiences (Part 1)11 min
2.6 Designing Brand Experiences (Part 2)15 min
2.7 Signature Pricing10 min
2.8 Interview with Huib van Bockel11 min
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10 min
1 lecture
Optional Reading10 min
1 exercice pour s'entraîner
Module 2 Quiz30 min
4 heures pour terminer
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.
4 heures pour terminer
13 vidéos (Total 131 min), 1 lecture, 2 quiz
13 vidéos
3.2 Connecting the Dots (Part 2)10 min
3.3 From Silos to Synchrony (Part 1)10 min
3.4 From Silos to Synchrony (Part 2)5 min
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13 min
3.6 Aligning the 3Bs at LBS13 min
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13 min
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8 min
3.9 Global Alignment (Part 1)6 min
3.10 Global Alignment (Part 2)9 min
3.11 Interview with Keith Weed (CMO, Unilever)17 min
3.12 Brand Portfolio Management (Part 1)8 min
3.13 Brand Portfolio Management (Part 2)5 min
1 lecture
Optional Extras10 min
1 exercice pour s'entraîner
Module 3 Quiz30 min
4 heures pour terminer
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.
4 heures pour terminer
15 vidéos (Total 129 min), 1 lecture, 2 quiz
15 vidéos
4.2 Brand Practices (Part 2)3 min
4.3 Brand Practices (Part 3)14 min
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16 min
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11 min
4.6: Interview with Tanya Truman (Lush)8 min
4.7: Interview with Nik Allebon (Lush)9 min
4.8 The Six A's of Brand Engagement (Part 1)5 min
4.9 The Six A's of Brand Engagement (Part 2)10 min
4.10 The Six A's of Brand Engagement (Part 3)5 min
4.11 The Six A's of Brand Engagement (Part 4)5 min
4.12 The ABCs of Behaviour Change (Part 1)8 min
4.13 The ABCs of Behaviour Change (Part 2)6 min
4.14 The ABCs of Behaviour Change (Part 3)6 min
4.15 The ABCs of Behaviour Change (Part 4)4 min
1 lecture
Optional Reading10 min
1 exercice pour s'entraîner
Module 4 Quiz30 min
Avis
Meilleurs avis pour BRAND MANAGEMENT: ALIGNING BUSINESS, BRAND AND BEHAVIOUR
par SS19 avr. 2020
Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!
par SS22 oct. 2020
Professor Nader has been immensely helpful in bringing about a change in the way I viewed Brand Management. The course is well-framed with lots of good examples and interviews. A wonderful experience.
par NS10 janv. 2021
Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process. Very insightful. I thoroughly enjoyed it and learnt a lot. Thank you so much!
par PG13 avr. 2020
well researched and well compiled topics. I would like to suggest some case studies of other continents too, as its a course with global audience.\n\nThank you Nader and the team for your efforts.
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