Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Dieser Kurs ist Teil der Spezialisierung Spezialisierung Branding: The Creative Journey
von
Spezialisierung Branding: The Creative JourneyIE Business SchoolÜber diesen Kurs
88,585 kürzliche Aufrufe
Karriereergebnisse der Lernenden
14%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
22%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 1 von 4 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Mittel“
Ca. 14 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Chinesisch (vereinfacht), Italienisch, Vietnamesisch, Koreanisch, Deutsch, Russisch, Türkisch, Englisch, Spanisch
Kompetenzen, die Sie erwerben
AdvertisingLogoBrandBrand Identity
Karriereergebnisse der Lernenden
14%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
22%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 1 von 4 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Mittel“
Ca. 14 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Chinesisch (vereinfacht), Italienisch, Vietnamesisch, Koreanisch, Deutsch, Russisch, Türkisch, Englisch, Spanisch
von
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.
Lehrplan - Was Sie in diesem Kurs lernen werden
3 Stunden zum Abschließen
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 Stunden zum Abschließen
9 Videos (Gesamt 42 min), 5 Lektüren, 2 Quiz
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 Lektüren
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 Stunden zum Abschließen
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 Stunden zum Abschließen
7 Videos (Gesamt 29 min), 2 Lektüren, 2 Quiz
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 Lektüren
Every business is a growth business.15m
Perceptual mapping10m
3 Stunden zum Abschließen
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 Stunden zum Abschließen
9 Videos (Gesamt 37 min), 4 Lektüren, 2 Quiz
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 Lektüren
EXTERNAL VIDEO: Guinness surfer advert10m
Benefit ladder10m
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10m
An interview with Simon Sinek10m
3 Stunden zum Abschließen
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 Stunden zum Abschließen
8 Videos (Gesamt 30 min), 1 Lektüre, 2 Quiz
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 Lektüre
OPTIONAL READING: Designing Brand Identity Alina Wheeler10m
Bewertungen
Top-Bewertungen von BRAND IDENTITY AND STRATEGY
von BM5. Juni 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.
von MK19. Nov. 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.
von JB20. Dez. 2020
This was such a great experience! The course was challenging but taught me so much about things that I knew of but couldn't articulate. I'm for sure continuing on the to the next one.
von AZ26. Sep. 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 :)
Über den Spezialisierung 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.
Häufig gestellte Fragen
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