Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Este curso forma parte de Programa Especializado - Branding: The Creative Journey
ofrecido por
Programa Especializado - Branding: The Creative JourneyIE Business SchoolAcerca de este Curso
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Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 4 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel intermedio
Aprox. 14 horas para completar
Inglés (English)
Subtítulos: Francés (French), Portugués (de Brasil), Ruso (Russian), Inglés (English), Español (Spanish)
Habilidades que obtendrás
AdvertisingLogoBrandBrand Identity
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 4 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel intermedio
Aprox. 14 horas para completar
Inglés (English)
Subtítulos: Francés (French), Portugués (de Brasil), Ruso (Russian), Inglés (English), Español (Spanish)
ofrecido por
IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Programa - Qué aprenderás en este curso
3 horas para completar
Introduction to branding: Segmentation.
In this module, students will be welcomed to the course and introduced to what makes a brand and how they are built. They will explore how we decide upon which brands we love and hate and how that affects our perception of the brand. Finally they will look at segmentation and the iceberg model and how they can zero in on the correct consumer.
3 horas para completar
9 videos (Total 42 minutos), 5 lecturas, 2 cuestionarios
9 videos
What is a brand?6m
How are brands built?5m
The brands we love and hate.4m
What is segmentation?4m
Understanding your prejudices.5m
The iceberg model: Who they are.4m
The Iceberg model: What they do3m
Introduction to A1.24m
5 lecturas
The brand asset valuator.10m
(OPTIONAL READING) Keller: Strategic brand management.10m
The iceberg model.10m
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5m
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5m
3 horas para completar
DEFINING THE VALUE
In module 2, students will learn what positioning is and how they can use positioning statements to attract consumers to their brand. They will learn what a good and bad positioning statement is and how they can build a strong perceptual map.
3 horas para completar
7 videos (Total 29 minutos), 2 lecturas, 2 cuestionarios
7 videos
What is a positioning statement?4m
Consumer based categories5m
How to compete in your category.4m
Establishing the point of difference.5m
The 10 commandments of strong brand positioning.4m
Introduction to A2.22m
2 lecturas
Every business is a growth business.15m
Perceptual mapping10m
3 horas para completar
BUILDING A BRAND HOUSE
In module 3, students will gain an introduction to brand houses and be shown examples of some of the most interesting ones available to the public. They will start to explore brand personality and image and finally begin to create their own brand houses for a brand that they love.
3 horas para completar
9 videos (Total 37 minutos), 4 lecturas, 2 cuestionarios
9 videos
What is a consumer insight?4m
What is a category insight?3m
What is a relevant brand difference?4m
Brand personality.5m
Brand image values.5m
Brand vision.3m
Examples of brand houses.3m
Introduction to A3.22m
4 lecturas
EXTERNAL VIDEO: Guinness surfer advert10m
Benefit ladder10m
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10m
An interview with Simon Sinek10m
3 horas para completar
BRAND MARKS AND VISUAL EXPRESSIONS
In week 4, we look in detail at the more visual aspects of a brand: the logo, name and colors. By understanding the nuances between different types of fonts, colors or logotypes, we start to see how brand identity is crafted, through some of the most well-known examples.
3 horas para completar
8 videos (Total 30 minutos), 1 lectura, 2 cuestionarios
8 videos
Brand touchpoints4m
What makes a good logo?2m
What makes a good logo: Font?3m
What makes a good logo: Colors?4m
The importance of a name.5m
Qualities of an effective name.3m
Types of names.3m
1 lectura
OPTIONAL READING: Designing Brand Identity Alina Wheeler10m
Reseñas
Principales reseñas sobre BRAND IDENTITY AND STRATEGY
por BM5 de jun. de 2020
It was Informational. the professor taught the course really well with great examples. Found this course very interesting and creative. And it definitely helped me to understand branding in depth.
por MK19 de nov. de 2019
I love how this course is delivered - Dr. María Eizaguirre delivers this course in a simple, succinct and clear format. You are left with a wealth of knowledge on branding and strategy.
por AZ26 de sep. de 2020
I am very helped by the learing method of this class, it's such a new sight for me to learn things. I am happy to learing this Brand Identity and Strategy class from ie University :)
por SD25 de ago. de 2020
I really enjoyed this course and I believe I learned some valuable things. The assignments were challenging while not being dishearteningly difficult. The instructor is also great.
Acerca de Programa especializado: Branding: The Creative Journey
This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
- es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
- Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
Is financial aid available?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
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