Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
本課程是 Branding: The Creative Journey 專項課程 專項課程的一部分
Brand Identity and Strategy
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第 1 門課程（共 4 門）
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中級
完成時間大約為21 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
完成時間為 3 小時
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.
完成時間為 3 小時
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
完成時間為 3 小時
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.
完成時間為 3 小時
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
完成時間為 4 小時
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.
完成時間為 4 小時
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
完成時間為 4 小時
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.
完成時間為 4 小時
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
審閱
4.5
來自BRAND IDENTITY AND STRATEGY的熱門評論
由 MK 提供Nov 19, 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.
由 KB 提供Feb 12, 2020
I feel I learnt much important information. The teacher is excellent and I feel more confident in my interviews when they ask me about positioning and segmentation.
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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.
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.
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