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Brand Management: Aligning Business, Brand and Behaviour

Brand Management: Aligning Business, Brand and Behaviour

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23 hours
English
University of London
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CourseraCourses from Coursera
Certificate awarded
For Rs. 2182
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Checklist

Certification

You will get a certificate on completing this course.

University

The course is from one of the top universities of the world - University of London.

Price

This course costs very less.

Difficulty

The students of this course have found this course easy.

Content

The students of this course have liked the content of this course.

Assignments

The students of this course have liked the assignments of this course.

Teaching

The students of this course have liked how the instructor has taught this course.

Satisfaction

The students of this course are overall satisfied with this course.

Edvicer's Rewards

You can get a cashback of ₹ 100 on buying this course.

Why should you choose this course?

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."

Syllabus

Brand Purpose & Experience
Brand Design & Delivery
Brand Leadership and Alignment
Brand Practices & Engagement
Brand Metrics & Returns

What others say about this course

Reviews from Coursera

Far too basic. For someone who is completely unfamiliar with branding, there is much that you will get out of this. Less so if you have a working knowledge of either marketing or branding. Simply said,  Read More ...

The great course really impressed my teaching skills of the instructor. The in-depth understanding of brands . Finally, to sum up, the course was great customer experience.

Valuable course with some good takeaways for me. Personally, I benefited more from the first 3 modules, which I felt were more hands on in terms of learning theoretical concepts and applying them. I th  Read More ...

The instructor is very friendly and uses interesting cases to clarify his points however, the reason why I am giving this course 4 stars is: 1- the course could have been reduced to 3 modules instead o  Read More ...

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!

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