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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...
4.9
4.9/5
(4,395 reviews)
192,792 students
Created by

9.2

CourseMarks Score®

N/A

Freshness

8.9

Feedback

9.1

Content

Platform: Coursera
Price: $0
Video: 8h 45m
Language: English

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Detailed Analysis

CourseMarks Score®

9.2 / 10

CourseMarks Score® helps students to find the best classes. We aggregate 18 factors, including freshness, student feedback and content diversity.

Freshness Score

Course content can become outdated quite quickly. After analysing 71,530 courses, we found that the highest rated courses are updated every year. If a course has not been updated for more than 2 years, you should carefully evaluate the course before enrolling.

Student Feedback

8.9 / 10
We analyzed factors such as the rating (4.9/5) and the ratio between the number of reviews and the number of students, which is a great signal of student commitment.

New courses are hard to evaluate because there are no or just a few student ratings, but Student Feedback Score helps you find great courses even with fewer reviews.

Content Score

9.1 / 10
Video Score: 8.9 / 10
The course includes 8h 45m video content. Courses with more videos usually have a higher average rating. We have found that the sweet spot is 16 hours of video, which is long enough to teach a topic comprehensively, but not overwhelming. Courses over 16 hours of video gets the maximum score.
Detail Score: 8.4 / 10

The top online course contains a detailed description of the course, what you will learn and also a detailed description about the instructor.

Extra Content Score: 9.8 / 10

Tests, exercises, articles and other resources help students to better understand and deepen their understanding of the topic.

This course contains:

7 articles.
0 resource.
0 exercise.
10 tests or quizzes.

Table of contents

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.”

You will learn

Requirements

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.

How much does the Brand Management: Aligning Business, Brand and Behaviour course cost? Is it worth it?

Access to most course materials is FREE in audit mode on Coursera. If you wish to earn a certificate and access graded assignments, you must purchase the certificate experience during or after your audit.

If the course does not offer the audit option, you can still take a free 7-day trial.

Does the Brand Management: Aligning Business, Brand and Behaviour course have a money back guarantee or refund policy?

Coursera offers a 7-day free trial for subscribers.

Are there any SCHOLARSHIPS for this course?

YES, you can get a scholarship or Financial Aid for Coursera courses. The first step is to fill out an application about your educational background, career goals, and financial circumstances. Learn more about financial aid on Coursera.

Who is the instructor? Is Nader Tavassoli a SCAM or a TRUSTED instructor?

Nader Tavassoli has created 1 courses that got 1,717 reviews which are generally positive. Nader Tavassoli has taught 192792 students and received a 4.89 average review out of 1,717 reviews. Depending on the information available, Nader Tavassoli is a TRUSTED instructor.
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.

9.2

CourseMarks Score®

N/A

Freshness

8.9

Feedback

9.1

Content

Platform: Coursera
Price: $0
Video: 8h 45m
Language: English

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