課程信息
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第 1 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

中級

完成時間大約為18 小時

建議:4 weeks of study, 3 hours per week...

英語(English)

字幕:英語(English)

您將獲得的技能

AdvertisingLogoBrandBrand Identity

第 1 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

中級

完成時間大約為18 小時

建議:4 weeks of study, 3 hours per week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 3 小時

Introduction to branding: Segmentation.

9 個視頻 (總計 42 分鐘), 5 個閱讀材料, 2 個測驗
9 個視頻
What is a brand?6分鐘
How are brands built?5分鐘
The brands we love and hate.4分鐘
What is segmentation?4分鐘
Understanding your prejudices.5分鐘
The iceberg model: Who they are.4分鐘
The Iceberg model: What they do3分鐘
Introduction to A1.24分鐘
5 個閱讀材料
The brand asset valuator.10分鐘
(OPTIONAL READING) Keller: Strategic brand management.10分鐘
The iceberg model.10分鐘
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5分鐘
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5分鐘
2
完成時間為 3 小時

DEFINING THE VALUE

7 個視頻 (總計 29 分鐘), 2 個閱讀材料, 2 個測驗
7 個視頻
What is a positioning statement?4分鐘
Consumer based categories5分鐘
How to compete in your category.4分鐘
Establishing the point of difference.5分鐘
The 10 commandments of strong brand positioning.4分鐘
Introduction to A2.22分鐘
2 個閱讀材料
Every business is a growth business.15分鐘
Perceptual mapping10分鐘
3
完成時間為 4 小時

BUILDING A BRAND HOUSE

9 個視頻 (總計 37 分鐘), 4 個閱讀材料, 2 個測驗
9 個視頻
What is a consumer insight?4分鐘
What is a category insight?3分鐘
What is a relevant brand difference?4分鐘
Brand personality.5分鐘
Brand image values.5分鐘
Brand vision.3分鐘
Examples of brand houses.3分鐘
Introduction to A3.22分鐘
4 個閱讀材料
EXTERNAL VIDEO: Guinness surfer advert10分鐘
Benefit ladder10分鐘
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10分鐘
An interview with Simon Sinek10分鐘
4
完成時間為 4 小時

BRAND MARKS AND VISUAL EXPRESSIONS

8 個視頻 (總計 30 分鐘), 1 個閱讀材料, 2 個測驗
8 個視頻
Brand touchpoints4分鐘
What makes a good logo?2分鐘
What makes a good logo: Font?3分鐘
What makes a good logo: Colors?4分鐘
The importance of a name.5分鐘
Qualities of an effective name.3分鐘
Types of names.3分鐘
1 個閱讀材料
OPTIONAL READING: Designing Brand Identity Alina Wheeler10分鐘

講師

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MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor
IE School of Human Sciences and Technology

關於 IE商学院

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. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

關於 Branding: The Creative Journey 專項課程

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. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

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