Overview

In today’s competitive market, brand management goes beyond logos and slogans—it’s about crafting meaningful customer experiences that drive business success. This training equips you with the knowledge and practical strategies to align business, brand, and behavior for long-term growth.

Led by Professor Nader Tavassoli of London Business School, this program redefines traditional branding approaches, emphasizing brands as customer experiences delivered across the organization. Through case studies, expert insights, and interactive exercises, you’ll develop the skills to implement brand-led culture change and measure brand value in innovative ways.

📌 What You’ll Learn

✔ How to build brands from an organizational perspective, beyond visual identity and customer perception 
✔ How to lead brand-led culture change with human resource practices at the core 
✔ How to manage brands across different markets, cultures, and multi-brand companies 
✔ How to measure brand health through internal and external metrics 
✔ How to capture and maximize brand value across the business

🌱 Personal Development Focus

• Head: Deepen your understanding of modern brand management.
• Heart: Feel inspired to create and deliver impactful brand experiences.
• Hands: Apply your learning to real-world brand challenges.

📍 Module 1 – Rethinking Branding

This module challenges conventional branding concepts and introduces a new approach to brand management.

📌 Topics Covered: 
✔ Traditional branding vs. modern branding 
✔ Evolving market conditions and customer expectations 
✔ A strategic framework for brand experience

📌 Featuring insights from: Bethany Koby (Director, Technology Will Save Us), David Kershaw (CEO, M&C Saatchi)

📦 Includes:

• 🎥 8 videos
• 📖 3 readings
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 2 – Brand Experience as a Differentiator

Explore how brand experiences create lasting competitive advantages.

📌 Topics Covered: 
✔ Designing brand experiences beyond products and services 
✔ How pricing influences brand perception 
✔ Case studies on brand differentiation

📌 Featuring insights from: Hub van Bockel (Consultant, Author), Professor Bernd H. Schmitt (Columbia Business School)

📦 Includes:

• 🎥 9 videos
• 📖 1 reading
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 3 – Aligning Business, Brand & Behavior

Discover how to integrate brand strategy with business objectives and employee engagement.

📌 Topics Covered: 
✔ Strategic brand portfolio alignment 
✔ Ensuring brand consistency across global markets 
✔ Case studies on successful brand execution

📌 Featuring insights from: Ije Nwokorie (CEO, Wolff Olins), Helen Casey & Henk Viljoen (Old Mutual), Keith Weed (CMO, Unilever)

📦 Includes:

• 🎥 13 videos
• 📖 1 reading
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 4 – Brand Culture & Employee Engagement

Learn how to embed brand values into company culture and employee behavior.

📌 Topics Covered: 
✔ Human resource best practices for brand engagement 
✔ The ABCs of behavioral change in organizations 
✔ Employee-driven brand experiences

📌 Featuring insights from: Helen Edwards (Passionbrand), Richard Hytner (Saatchi & Saatchi), Tanya Truman & Nik Allebon (Lush)

📦 Includes:

• 🎥 15 videos
• 📖 1 reading
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 5 – Measuring & Capturing Brand Value

Understand how to quantify brand impact and communicate its value.

📌 Topics Covered: 
✔ How brands create tangible business value 
✔ The difference between brand valuation and brand value creation 
✔ Designing a strategic brand performance dashboard

📌 Featuring insights from: David Haigh (CEO, Brand Finance)

📦 Includes:

• 🎥 10 videos
• 📖 1 reading

📍 Who Should Join?

🚀 Anyone looking to develop a modern, strategic approach to brand management.

💡 Whether you’re building a brand from scratch or revitalizing an existing one, this training will give you the tools to create a lasting impact.

Program Details

📍 Duration: 6 Weeks
📍 Mode: Online & In-person (Hybrid)
📍 Investment: $50
📍 Who Should Join: People who want to master Brand management.