Brand Management:
Aligning Business, Brand and Behaviour
Professor Nader Tavassoli
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Course Overview
The 3B model
2
The 3B model
The traditional approach
Business
Nader Tavassoli 2015 3
The 3B model
The traditional approach
Customers
Create value for
customers at a
profit
Business
Nader Tavassoli 2015 4
The 3B model
Sales funnel
The traditional approach
Aware
Consider
Customers
Try
Adopt
Behaviour
Create
customers
Business
Nader Tavassoli 2015 5
The 3B model
The traditional approach
Brand as extrinsic to the Customers
product or service
Behaviour
Brand
Business
Nader Tavassoli 2015 6
The 3B model
The traditional approach
Behaviour
The brand image
Brand lives in the minds
of customers
Business
Nader Tavassoli 2015 7
The 3B model
This MOOCs complementary approach
Consumers
Behaviour
Brand
Business
Dynamic sequence of experiences
Nader Tavassoli 2015 8
Brand Management
This MOOCs complementary approach
Design & deliver a
differentiated experience Consumers
Behaviour
Brand
Business
Nader Tavassoli 2015 9
Brand Management
This MOOCs complementary approach
Consumers
Behaviour
Head
Brand
Engage
Business
people
Nader Tavassoli 2015 10
Brand Management
This MOOCs complementary approach
Consumers
Behaviour
Head Heart
Brand
Engage
Business
people
Nader Tavassoli 2015 11
Brand Management
This MOOCs complementary approach
Consumers
Behaviour
Head Heart Hands
Brand
Engage
Business
people
Nader Tavassoli 2015 12
Brand Management
This MOOCs complementary approach
Consumers
Align the 3Bs
across channels Behaviour
& markets
Brand
Business
Nader Tavassoli 2015 13