Brand Management: Aligning Business, Brand and Behaviour

Nader Tavassoli examines a brand through the experience an organization creates and the behavior of the people delivering it. Purpose, design and leadership lead into engagement and measurement. It suits learners who want to connect a public brand promise with operational choices, including the moments when employee behavior shapes what a customer actually experiences.

What you will learn

• Connect brand purpose with customer experience.
• Explore employee alignment and brand delivery.
• Review engagement and brand measurement choices.

Who this suits

Beginners, managers and marketing learners interested in the organizational side of branding, beyond advertising and visual identity.

Before you enroll

Compare the course emphasis with your goal: brand strategy, customer experience, personal identity and visual design are different kinds of work. Use the published syllabus to check which one is taught. Brand examples illustrate a decision process; they do not promise revenue, valuation or audience growth for another organization.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Choose a fictional service organization and write its brand promise. Map two employee decisions that could support or undermine that promise, then propose a measurement that would test the resulting customer experience.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

How YellowCourse describes and checks learning resources.