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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 custom...
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Platform: Coursera
Video: 8h 45m
Language: English

Table of contents


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.”

You will learn


There is no prerequisite, anyone can begin this course.. This course is also great for beginners without any Entrepreneurship knowledge.

This course is for

This course is suitable for beginners.
London Business School
University of London
Nader Tavassoli is professor of marketing at London Business School, and non-executive chairman of The Brand Inside who specialise in “Activating Brand-Led Change.” For the past 25 years, he has advised and taught organisations ranging from internet and high tech start-ups to over 30 Global Fortune 500 companies. He is a recipient of the prestigious Excellence in Teaching Award at London Business School, where he was the founding director of the Customer Focused Marketing Programme and the Walpole Luxury Management Programme. Previously, he was on the faculty of the MIT Sloan School of Management where he was faculty director of the entrepreneurship programme and founding director of the e-business programme. Nader is a widely published branding expert. He has helped organisations define their brand purpose, DNA and strategy; advised in M&A brand due diligence and integration; served as an expert witness in international brand disputes, representing celebrities, multinationals, and countries; has designed and directed brand academies for several global companies; and currently leads the brand forums and advises brands of a leading French luxury group. He is a globetrotter and has lived in Australia, England, France, Germany, Spain and the USA.
Platform: Coursera
Video: 8h 45m
Language: English

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