课程信息

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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.”

学生职业成果

45%

完成这些课程后已开始新的职业生涯

46%

通过此课程获得实实在在的工作福利

24%

加薪或升职

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

初级

完成时间大约为21 小时

英语（English）

字幕：英语（English）

您将获得的技能

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

学生职业成果

45%

完成这些课程后已开始新的职业生涯

46%

通过此课程获得实实在在的工作福利

24%

加薪或升职

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

初级

完成时间大约为21 小时

英语（English）

字幕：英语（English）

教学大纲 - 您将从这门课程中学到什么

内容评分96%（16,902 个评分）

周

1

周 1

完成时间为 4 小时

Brand Purpose & Experience

Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.

完成时间为 4 小时

8 个视频（总计 71 分钟）, 3 个阅读材料, 2 个测验

8 个视频

1.1 Introduction7分钟

1.2 Brand identity and brand image12分钟

1.3 Interview with Bethany Koby, Director, Technology Will Save Us8分钟

1.4 Brand purpose (part 1)8分钟

1.5 Brand purpose (part 2)5分钟

1.6 Interview with David Kershaw, CEO, M&C Saatchi 9分钟

1.7 3E's (part 1)7分钟

1.8 3E's (part 2) 10分钟

3 个阅读材料

Start Here10分钟

Glossary10分钟

Optional Reading10分钟

1 个练习

Module 1 Quiz14分钟

周

2

周 2

完成时间为 4 小时

Brand Design & Delivery

Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module.

完成时间为 4 小时

9 个视频（总计 98 分钟）, 1 个阅读材料, 2 个测验

9 个视频

2.1 Why brand experiences matter (Part 1)11分钟

2.2 Why brand experiences matter (Part 2)10分钟

2.3 Digital brand experiences (Part 1)8分钟

2.4 Digital brand experiences (Part 2)6分钟

2.5 Designing Brand Experiences (Part 1)11分钟

2.6 Designing Brand Experiences (Part 2)15分钟

2.7 Signature Pricing10分钟

2.8 Interview with Huib van Bockel11分钟

2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10分钟

1 个阅读材料

Optional Reading10分钟

1 个练习

Module 2 Quiz12分钟

周

3

周 3

完成时间为 5 小时

Brand Leadership and Alignment

Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.

完成时间为 5 小时

13 个视频（总计 131 分钟）, 1 个阅读材料, 2 个测验

13 个视频

3.1 Connecting the Dots (Part 1)6分钟

3.2 Connecting the Dots (Part 2)10分钟

3.3 From Silos to Synchrony (Part 1)10分钟

3.4 From Silos to Synchrony (Part 2)5分钟

3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13分钟

3.6 Aligning the 3Bs at LBS13分钟

3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13分钟

3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8分钟

3.9 Global Alignment (Part 1)6分钟

3.10 Global Alignment (Part 2)9分钟

3.11 Interview with Keith Weed (CMO, Unilever)17分钟

3.12 Brand Portfolio Management (Part 1)8分钟

3.13 Brand Portfolio Management (Part 2)5分钟

1 个阅读材料

Optional Extras10分钟

1 个练习

Module 3 Quiz14分钟

周

4

周 4

完成时间为 4 小时

Brand Practices & Engagement

Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module.

完成时间为 4 小时

15 个视频（总计 129 分钟）, 1 个阅读材料, 2 个测验

15 个视频

4.1 Brand Practices (Part 1)10分钟

4.2 Brand Practices (Part 2)3分钟

4.3 Brand Practices (Part 3)14分钟

4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16分钟

4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11分钟

4.6: Interview with Tanya Truman (Lush)8分钟

4.7: Interview with Nik Allebon (Lush)9分钟

4.8 The Six A's of Brand Engagement (Part 1)5分钟

4.9 The Six A's of Brand Engagement (Part 2)10分钟

4.10 The Six A's of Brand Engagement (Part 3)5分钟

4.11 The Six A's of Brand Engagement (Part 4)5分钟

4.12 The ABCs of Behaviour Change (Part 1)8分钟

4.13 The ABCs of Behaviour Change (Part 2)6分钟

4.14 The ABCs of Behaviour Change (Part 3)6分钟

4.15 The ABCs of Behaviour Change (Part 4)4分钟

1 个阅读材料

Optional Reading10分钟

1 个练习

Module 4 Quiz10分钟

常见问题

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
Is financial aid available?

Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You’ll be prompted to complete an application and will be notified if you are approved. Learn more.

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