Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
課程信息
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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17 小時
英語（English）
字幕：英語（English）
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AdvertisingLogoBrandBrand Identity
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 1 門課程（共 4 門）
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17 小時
英語（English）
字幕：英語（English）
提供方
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.
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
來自BRAND IDENTITY AND STRATEGY的熱門評論
由 BM 提供2020年6月5日
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.
由 MK 提供2019年11月19日
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 TJ 提供2020年7月19日
The information was useful. I can't say that the assignments were beneficial because they were all graded by peers who may not have understood the assignments themselves.
由 SR 提供2020年8月2日
This course helped me to set my career goals and see future opportunities. Also renewed my direction of becoming a Brand strategist & Digital Marketer.
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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我订阅此专项课程后会得到什么？
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退款政策是如何规定的？
如果订阅，您可以获得 7 天免费试听，在此期间，您可以取消课程，无需支付任何罚金。在此之后，我们不会退款，但您可以随时取消订阅。请阅读我们完整的退款政策。
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完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
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