Brand Management: Aligning Business, Brand and Behaviour

  • Created by Nader Tavassoli
  • Course Duration 17 hours
  • Price USD$Free
  • User Rating 4.9
  • Platform Coursera
  • Course Link Explore Course
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.

Unlock the Secrets of Branding to Drive Business Success


In today’s fiercely competitive business landscape, a brand can make or break an organization’s success. Brands are no longer just a visual identity; they are now synonymous with the entire customer experience. To thrive in this dynamic market, businesses must adopt a holistic approach to brand management, aligning business, brand, and behavior. Are you ready to embark on a transformative journey into the world of brand management? Look no further! This comprehensive online course on Brand Management will equip you with the knowledge and skills needed to create powerful brands that resonate with customers and unlock unparalleled business value.

Course Overview

Led by the eminent Professor Nader Tavassoli from the prestigious London Business School, this online course challenges traditional notions of branding. Professor Tavassoli advocates a paradigm shift, where brands are viewed not merely as visual identities or external promises to customers but as experiences crafted by the entire organization. Throughout this course, you’ll gain insights from guest videos featuring renowned branding professionals, adding real-world perspectives to your learning.

This course comprises five immersive modules, each designed to broaden your horizons and empower you with actionable brand management techniques. From building brands from an organizational perspective to measuring brand health in innovative ways, you’ll develop the skills required to drive brand-led culture change and execute business strategies through your brand.

What You’ll Gain

  • Developing a Holistic Perspective on Brand Building: Unravel the true essence of brands as experiences that matter along the customer journey. Learn to deliver brand promises through consistent actions across the organization.
  • Cultivating Brand-Led Culture Change: Discover the art of leading culture change through human resource practices, elevating your brand from being just an outcome to becoming a powerful lever for business success.
  • Navigating Multi-Brand Complexity: Explore the challenges and opportunities presented by multi-brand companies, cross-cultural branding, and global brand alignment.
  • Measuring Brand Health with an Employee-Centric Approach: Embrace innovative ways to gauge brand health internally, complementing external measurements and fostering a brand-driven organization.
  • Unraveling the True Value of Brands Across the Organization: Introduce yourself to the groundbreaking concept of employee-based brand equity, highlighting the significance of brands as intangible assets within an organization.

Who This Course is For

Whether you’re an aspiring brand manager looking to take the industry by storm or a seasoned business leader aiming to enhance your organization’s brand prowess, this course is tailor-made for you. Marketing professionals seeking to elevate their branding expertise will also find this course indispensable.

In the following sections, we’ll take a closer look at each module and what you can expect to learn during this transformative learning journey.

Module 1: Traditional Notions of Branding

Branding has come a long way from being a mere visual identity to becoming an integral part of an organization’s customer experience. In this module, you’ll delve into the evolution of brand management and its significance in today’s market. You’ll gain insights into the changing market conditions and explore the new approach to branding that emphasizes experiences rather than products.

To enhance your understanding, Professor Tavassoli will be joined by industry experts such as Bethany Koby, the Director of Technology Will Save Us, and David Kershaw, the CEO of M&C Saatchi, who will share their perspectives on the ever-evolving practice of brand management.

Continue Reading… [Link to Module 1]

Module 2: Designing Brand Experiences for Differentiation

In an age where products and services can be replicated, brand experiences have emerged as a powerful differentiator. This module focuses on designing brand experiences that captivate customers and set your brand apart from the competition. You’ll also explore the role of pricing as a strategic tool for brand differentiation.

Throughout this module, gain invaluable insights from brand practitioner Hub van Bockel, an independent consultant and author, and Professor Bernd H. Schmitt of Columbia Business School. Their interviews will shed light on how to create compelling brand experiences that resonate with customers.

Continue Reading… [Link to Module 2]

Module 3: Aligning Business, Brand, and Behavior Strategies

A well-aligned strategy is the cornerstone of successful brand management. This module delves into the critical task of aligning business, brand, and behavior strategies for seamless operations. You’ll discover how to achieve brand portfolio alignment in multi-brand companies and navigate the challenges of delivering global brand alignment.

Industry practitioners, including Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen of Old Mutual, and Keith Weed, CMO of Unilever, share their insights on strategic alignment, providing a wealth of real-world knowledge to enrich your learning.

Continue Reading… [Link to Module 3]

Module 4: Human Resource Best Practices for Brand Engagement

A brand is only as strong as the employees who represent it. In this module, you’ll explore how human resource practices play a pivotal role in driving brand engagement. Discover the model for engaging employees with the brand, fostering brand advocacy throughout the organization.

Leading practitioners, including Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, and representatives from Lush, share their experiences, offering you a diverse range of perspectives on the interplay between human resources and brand success.

Continue Reading… [Link to Module 4]

Module 5: Brand Valuation and Designing a Brand Dashboard

Unveil the true value of your brand in this transformative module. Understand how brands create value and explore the intricacies of brand valuation, which goes beyond traditional intangible asset valuation. Learn to design a strategic and cross-functional brand dashboard to gauge brand performance accurately.

David Haigh, CEO of Brand Finance, offers a valuable perspective on brand valuation, guiding you in creating your brand dashboard to measure and optimize brand performance effectively.

Continue Reading… [Link to Module 5]


Congratulations! You’ve completed the journey to mastering brand management. Armed with cutting-edge knowledge and practical insights, you are now equipped to create iconic brands that leave a lasting impact on customers and drive business success.

Remember, the path to greatness starts with knowledge, but it’s only through action that you’ll unlock your full potential. As Confucius once said, “I hear and I forget. I see and I remember. I do and I understand.” So, go forth and apply your newfound wisdom to create brands that resonate with hearts and minds alike.


1. Is this course suitable for beginners?

Yes, absolutely! This course is designed to cater to learners at all levels, including beginners with no previous experience in brand management. The modules are crafted to provide a comprehensive understanding of brand management concepts, ensuring that learners can grasp the content effortlessly.

2. How long will it take to complete the course?

The course is designed to be flexible, allowing you to learn at your own pace. On average, it takes approximately 17 hours to complete the course over three weeks, dedicating five hours per week to your learning journey. However, you can adjust the pace according to your availability and preferences.

3. Will I receive a certificate upon completion?

Yes, upon successfully completing the course and all associated assessments, you will receive a certificate of completion. This certificate will be a testament to your expertise in brand management and will add value to your professional profile.

4. Can I access the course content after completing it?

Yes, you will have lifetime access to the course content after completing the program. This means you can revisit the modules, lecture videos, readings, and quizzes whenever you want to reinforce your learning or stay updated with the latest industry trends.

5. Is financial aid available for this course?

Yes, financial aid is available for eligible learners who may need assistance in enrolling for the course. To check if you qualify for financial aid, please visit the course website for more details on the application process.