Brand Management:

Aligning Business, Brand and Behaviour

Professor Nader Tavassoli

www.london.edu
Course Overview

The 3B model

2
 The 3B model
The traditional approach

Business

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 The 3B model
The traditional approach

Customers
Create value for
customers at a
profit

Business

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 The 3B model
Sales funnel
The traditional approach

Aware
Consider
Customers
Try
Adopt
Behaviour

Create
customers
Business

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 The 3B model
The traditional approach

Brand as extrinsic to the Customers

product or service
Behaviour

Brand

Business

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 The 3B model
The traditional approach

Behaviour
The brand image
Brand lives in the minds
of customers
Business

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 The 3B model
This MOOCs complementary approach

Consumers
Behaviour

Brand

Business
Dynamic sequence of experiences
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 Brand Management
This MOOCs complementary approach

Design & deliver a

differentiated experience Consumers
Behaviour

Brand

Business

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 Brand Management
This MOOCs complementary approach

Consumers
Behaviour

Head
Brand
Engage
Business
people

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 Brand Management
This MOOCs complementary approach

Consumers
Behaviour

Head Heart
Brand
Engage
Business
people

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 Brand Management
This MOOCs complementary approach

Consumers
Behaviour

Head Heart Hands

Brand
Engage
Business
people

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 Brand Management
This MOOCs complementary approach

Consumers
Align the 3Bs
across channels Behaviour
& markets
Brand

Business

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