Brand Management: Business, Brand & Behavior Alignment
Discover how to harmonize business strategy, brand identity, and organizational behavior to create powerful and meaningful brand experiences in the market.
Discover how to harmonize business strategy, brand identity, and organizational behavior to create powerful and meaningful brand experiences in the market.
Dive into modern brand management with Professor Nader Tavassoli. This course shifts from traditional branding to a holistic approach, viewing brands as customer experiences delivered organization-wide. Learn to build brands, lead brand-led culture change, and measure brand health internally and externally. Develop skills in multi-brand, cross-cultural brand building and new brand valuation methods.
4.9
(7,270 ratings)
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Instructors:
English
پښتو, বাংলা, اردو, 3 more
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What you'll learn
Understand how to build brands from a broad organizational perspective
Learn to lead brand-led culture change using human resource practices
Develop skills in building brands across cultures and in multi-brand companies
Explore new ways to measure brand health, both internally and externally
Learn how to value and capture returns to brands across the organization
Gain a deeper understanding of evolving brand management practices
Skills you'll gain
This course includes:
7.8 Hours PreRecorded video
5 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 5 modules in this course
This comprehensive course on brand management, led by Professor Nader Tavassoli of London Business School, offers a transformative approach to branding. It moves beyond traditional concepts of visual identity and customer promises to view brands as holistic customer experiences delivered by the entire organization. The course covers building brands from a broad organizational perspective, leading brand-led culture change, managing brands across cultures and in multi-brand companies, new methods of measuring brand health, and innovative approaches to brand valuation. Participants will gain practical skills in aligning business strategy with brand strategy and internal culture, designing and delivering differentiated brand experiences, and measuring the true value created by brands across the organization.
Brand Purpose & Experience
Module 1 · 3 Hours to complete
Brand Design & Delivery
Module 2 · 3 Hours to complete
Brand Leadership and Alignment
Module 3 · 3 Hours to complete
Brand Practices & Engagement
Module 4 · 3 Hours to complete
Brand Metrics & Returns
Module 5 · 3 Hours to complete
Fee Structure
Payment options
Financial Aid
Instructor
Influential Marketing Scholar and Brand Strategist
Nader Tavassoli is a distinguished Professor of Marketing at London Business School, where he has made significant contributions to the field of branding and marketing over the past 25 years. He serves as the non-executive chairman of The Brand Inside, a consultancy specializing in "Activating Brand-Led Change." Tavassoli has advised a diverse range of organizations, from innovative internet startups to over 30 Global Fortune 500 companies, helping them define their brand purpose, strategy, and identity. His excellence in teaching has been recognized with the prestigious Excellence in Teaching Award at London Business School, where he was also the founding director of both the Customer Focused Marketing Programme and the Walpole Luxury Management Programme. Prior to his current role, he was on the faculty at MIT Sloan School of Management, where he directed the entrepreneurship program and established the e-business program. A prolific author and branding expert, Tavassoli has provided expert witness services in international brand disputes and designed brand academies for numerous global firms. Currently, he leads brand forums and advises a leading French luxury group. His international experience is extensive; having lived in Australia, England, France, Germany, Spain, and the USA, he brings a global perspective to his work in marketing and branding.
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4.9 course rating
7,270 ratings
Frequently asked questions
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