IIRF Online > Marketing > Branding > Brand Management > Brand Management: Aligning Business, Brand and Behaviour
Brand Management: Aligning Business, Brand and Behaviour by Coursera
Skills you will learn!
Curriculum
13 Topics
1.1 Introduction
1.2 Brand identity and brand image
1.3 Interview with Bethany Koby Director Technology Will Save Us
1.4 Brand purpose (part 1)
1.5 Brand purpose (part 2)
1.6 Interview with David Kershaw CEO M&C Saatchi
1.7 3E's (part 1)
1.8 3E's (part 2)
Start Here
Glossary
Optional Reading
Module 1 Quiz
Module One: To Do
12 Topics
2.1 Why brand experiences matter (Part 1)
2.2 Why brand experiences matter (Part 2)
2.3 Digital brand experiences (Part 1)
2.4 Digital brand experiences (Part 2)
2.5 Designing Brand Experiences (Part 1)
2.6 Designing Brand Experiences (Part 2)
2.7 Signature Pricing
2.8 Interview with Huib van Bockel
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)
Optional Reading
Module 2 Quiz
Module Two: To Do
16 Topics
3.1 Connecting the Dots (Part 1)
3.2 Connecting the Dots (Part 2)
3.3 From Silos to Synchrony (Part 1)
3.4 From Silos to Synchrony (Part 2)
3.5 Interview with Ije Nwokorie (CEO Wolff Olins)
3.6 Aligning the 3Bs at LBS
3.7 Interview with Helen Casey (Head of Marketing Old Mutual)
3.8 Interview with Henk Viljoen (Group Head of Internal Communications Old Mutual)
3.9 Global Alignment (Part 1)
3.10 Global Alignment (Part 2)
3.11 Interview with Keith Weed (CMO Unilever)
3.12 Brand Portfolio Management (Part 1)
3.13 Brand Portfolio Management (Part 2)
Optional Extras
Module 3 Quiz
Module Three: To Do
18 Topics
4.1 Brand Practices (Part 1)
4.2 Brand Practices (Part 2)
4.3 Brand Practices (Part 3)
4.4 Interview with Helen Edwards (Co-founder and director Passionbrand)
4.5 Interview with Richard Hytner (Deputy Chairman Saatchi & Saatchi)
4.6: Interview with Tanya Truman (Lush)
4.7: Interview with Nik Allebon (Lush)
4.8 The Six A's of Brand Engagement (Part 1)
4.9 The Six A's of Brand Engagement (Part 2)
4.10 The Six A's of Brand Engagement (Part 3)
4.11 The Six A's of Brand Engagement (Part 4)
4.12 The ABCs of Behaviour Change (Part 1)
4.13 The ABCs of Behaviour Change (Part 2)
4.14 The ABCs of Behaviour Change (Part 3)
4.15 The ABCs of Behaviour Change (Part 4)
Optional Reading
Module 4 Quiz
Module Four: To Do
13 Topics
5.1 Introduction
5.2 Brand health: The traditional approach
5.3 Internal brand health
5.4 Customer-based brand equity
5.5 Employee-based brand equity
5.6 Brand Value and Valuation
5.7 Interview with David Haigh CEO Brand Finance
5.8 Brand Metrics (Part 1)
5.9 Brand Metrics (Part 2)
5.10 Course Summary
Optional Reading
Module 5 Quiz
Final Reflection
Brand Management: Aligning Business, Brand and Behaviour
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