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Brand Identity and Strategy · LearnSpace
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Brand Identity and Strategy

Курс от IE Business School
Средний≈ 14.2 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

Brand Identity and Strategy is an IE University course for those professionals who are ready to adopt a creative approach to empowering brands. Students will go through a journey where they will learn how to build successful brands step by step. Starting with brand fundamentals and consumer segmentation, they'll explore strategic positioning through perceptual maps and the iceberg model, then create a complete brand house with real-world applications. At the end of the course, they will master the art of choosing names, colors, and logos that drive brand success. The course is delivered by Rhodes Scholar-winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.

Навыки, которые вы освоите

Brand StrategyBrandingCustomer InsightsConsumer BehaviourMarketing DesignStrategic MarketingBrand ManagementBrand MarketingTarget MarketTarget AudienceCustomer AnalysisValue PropositionsCompetitive AnalysisLogo Design

Программа курса

5 модулей · 69 учебных материалов

01Introduction to branding: Segmentation.19 материалов

What makes a brand a brand?

Welcome to the courseВидеоBrands Before DefinitionsDIALOGUEWhat is a brand?ВидеоHow are brands built?Видео

Учитесь у экспертов

MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor

Brand Identity and Strategy
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Обучение на Coursera

≈ 14.2 ч

5 модулей

Язык: Английский

Субтитры: Арабский, Французский, Бенгальский, Украинский, Китайский (Китай), Греческий, Итальянский, Бразильский португальский, Вьетнамский, Нидерландский, Корейский, Немецкий, Пушту, Урду, Русский, Тайский, Индонезийский, Шведский, Турецкий, Азербайджанский, Испанский, Дари, Хинди, Японский, Казахский, Венгерский, Польский

Часть программы вашего университета
The Brand Asset ValuatorЧтение
Practice Activity: Brand PerceptionsЗадание
The brands we love and hate.Видео
A1.1: Choosing a brand you loveЗадание
(OPTIONAL READING) Keller: Strategic brand management.Чтение

Segmentation

What is segmentation?ВидеоUnderstanding your prejudices.ВидеоThe Iceberg ModelЧтениеEXTERNAL VIDEO: The Titanic Movie - Iceberg CollisionЧтениеThe iceberg model: Who they are.ВидеоEXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.ЧтениеThe Iceberg model: What they doВидеоIntroduction to A1.2ВидеоA1.2: Segmentation of your most loved brand.ЗаданиеA1: Introducing to branding: SegmentationЗадание
02DEFINING THE VALUE13 материалов

Consumer based positioning

Introduction to positioningВидеоWhat is a positioning statement?ВидеоWhat do you think about this positioning statement?ОбсуждениеEvery business is a growth business.ЧтениеA2.1: Advert note-taking activityЗаданиеConsumer based categoriesВидео

How the consumer views the market.

How to compete in your category.ВидеоEstablishing the point of difference.ВидеоJudging good and bad positioning statements.ОбсуждениеThe 10 commandments of strong brand positioning.ВидеоPerceptual mappingЧтениеIntroduction to A2.2Видео
03BUILDING A BRAND HOUSE15 материалов

Brand houses

Introduction to brand housesВидеоWhat is a consumer insight?ВидеоWhat is a category insight?ВидеоEXTERNAL VIDEO: Guinness surfer advertЧтениеWhat is a relevant brand difference?ВидеоBenefit ladderЧтениеEXTERNAL VIDEO: Simon Sinek - Start with 'Why?'ЧтениеAn interview with Simon SinekЧтениеBrand personality.ВидеоBrand image values.ВидеоBrand vision.ВидеоExamples of brand houses.ВидеоIntroduction to A3.2ВидеоA3.2 Create a brand house of a brand you love.ЗаданиеA3.1 Creating a brand ladderЗадание
04BRAND MARKS AND VISUAL EXPRESSIONS12 материалов

Brand identity and logos.

What is brand identity?ВидеоBrand touchpointsВидеоWhat makes a good logo?ВидеоWhat makes a good logo: Font?ВидеоWhat makes a good logo: Colors?ВидеоWhat do you think of these logos?ОбсуждениеA4.1 Origin of logosЗадание

Naming your brand

The importance of a name.ВидеоQualities of an effective name.ВидеоTypes of names.ВидеоOPTIONAL READING: Designing Brand Identity Alina WheelerЧтениеA4.2 Identity cues on your most loved brandЗадание
05THE CAPSTONE PROJECT10 материалов

Welcome to Branding: The Creative Journey Specialization

Introduction to Branding: The Creative Journey SpecializationВидео

Introduction to the Brand identity and Strategy Capstone Project

Introduction to The ProjectВидео

Let's see if you can apply the learnings obtained!

1. Brand Identity and StrategyЗадание

Capstone Project Instructions

Instructions for the Capstone ProjectВидеоInstructionsЧтениеBrand Identity and StrategyЗадание

Useful Complementary Material

Brand-Centric Transformation - Balancing Art and DataЧтениеA Collection of Identity Style Guides from around the WorldЧтениеOptional Reading: Strategic Brand Management: Building, Measuring, and Managing Brand Equity - KELLER, K.L (2015)Чтение

Brand Identity and Strategy Capstone Project Conclusion

Brand Identity and Strategy ConclusionВидео
A2.2: Positioning on your most loved brand.Задание