Enroll Course: https://www.coursera.org/learn/brand
In the ever-evolving landscape of business, the concept of a brand has transcended mere logos and taglines. It’s a holistic experience, a promise delivered through every touchpoint of an organization. Coursera’s ‘Brand Management: Aligning Business, Brand and Behaviour,’ taught by Professor Nader Tavassoli of the London Business School, masterfully dissects this modern understanding of branding. This course is not just about theory; it’s a practical guide that challenges traditional notions and equips learners with the tools to build and manage brands as powerful organizational assets.
Professor Tavassoli effectively contrasts the old school of thought, where brands were primarily visual identities and customer promises, with a more integrated approach. The course emphasizes that a brand’s true strength lies in the customer experience delivered by the entire organization, from product development to customer service, and even internal employee behavior. This paradigm shift is crucial for any business looking to thrive in today’s competitive market.
The syllabus is thoughtfully structured, taking learners through five key modules:
* **Brand Purpose & Experience:** This module sets the stage by exploring traditional branding concepts and introducing a new, more holistic approach. It features insightful interviews with industry leaders like Bethany Koby and David Kershaw, offering real-world perspectives.
* **Brand Design & Delivery:** Here, the focus shifts to designing impactful brand experiences that differentiate businesses. The module delves into how pricing can be a strategic element of this experience, with contributions from experts like Hub van Bockel and Professor Bernd H. Schmitt.
* **Brand Leadership and Alignment:** This section is critical for understanding how to align business strategy, brand identity, and organizational behavior. It highlights the importance of internal alignment and features interviews with prominent figures such as Ije Nwokorie, Helen Casey, Henk Viljoen, and Keith Weed.
* **Brand Practices & Engagement:** This module focuses on the practical application of brand management, particularly in engaging employees and driving behavioral change within an organization. The insights from practitioners like Helen Edwards, Richard Hytner, Tanya Truman, and Nik Allebon are invaluable.
* **Brand Metrics & Returns:** The course concludes by examining how brands create value and how to measure their impact effectively. The discussion on strategic brand dashboards, with input from David Haigh, provides a clear framework for evaluating brand performance.
What truly sets this course apart is its blend of academic rigor and practical application. The inclusion of guest videos from leading branding professionals provides invaluable real-world context and actionable advice. Furthermore, the ‘brand workout’ exercises encourage learners to apply the concepts directly to their own brands, making the learning process highly engaging and effective. The peer review assignments also foster a collaborative learning environment.
**Recommendation:**
I wholeheartedly recommend ‘Brand Management: Aligning Business, Brand and Behaviour’ to anyone involved in marketing, brand strategy, or business leadership. Whether you’re a seasoned professional looking to refine your approach or a newcomer to the field, this course offers profound insights and practical tools to elevate your brand’s impact. It’s an investment that will undoubtedly reshape your understanding of what a brand truly is and how to make it work for your organization.
Enroll Course: https://www.coursera.org/learn/brand