This course is part of the Branding: The Creative Journey Specialization

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MARÍA EIZAGUIRRE DIÉGUEZ

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Branding: The Creative Journey SpecializationIE Business School

About this Course

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Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Students will go through a journey that starts with understanding what a brand is and how they can build successful ones, whilst simultaneously segmenting their consumers appropriately. The course explores positioning and its importance to successful brands looking at perceptual maps and the well-known iceberg model. It culminates in development of real brand houses, which can be applied to the working world, and how picking the right name, colors and logo can be instrumental to a brand’s success.

The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

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Course 1 of 4 in the

Branding: The Creative Journey Specialization

Intermediate Level

Approx. 14 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish

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Skills you will gain

Advertising
Logo
Brand
Brand Identity

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 4 in the

Branding: The Creative Journey Specialization

Intermediate Level

Approx. 14 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.77/5 (232 Ratings)

MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor

IE School of Human Sciences and Technology

48,435 Learners

1 Course

Offered by

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.

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.

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Syllabus - What you will learn from this course

Content Rating93%(5,421 ratings)

Week

Week 1

3 hours to complete

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 hours to complete

9 videos (Total 42 min), 5 readings, 2 quizzes

9 videos

Welcome to the course.2m

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 readings

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

Week

Week 2

3 hours to complete

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 hours to complete

7 videos (Total 29 min), 2 readings, 2 quizzes

Week

Week 3

3 hours to complete

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 hours to complete

9 videos (Total 37 min), 4 readings, 2 quizzes

Week

Week 4

3 hours to complete

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 hours to complete

8 videos (Total 30 min), 1 reading, 2 quizzes

Reviews

4.7

182 reviews

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TOP REVIEWS FROM BRAND IDENTITY AND STRATEGY

by MASep 26, 2020

Very informative course, great instructors, consistent content, and challenging assignments. I recommend it to anyone with an interest in Branding!

by NLAug 20, 2020

It has a really wide scope. It introduces you to what a brand needs and how does it affect our perception as users. very good.

by NLMay 28, 2020

definitely a great course and it is very helpful especially if you want to pursue anything related to branding!

by ABJan 23, 2021

It is a great course if you want to have an understanding of the basics of brand identity and strategy quickly.

View all reviews

About the Branding: The Creative Journey Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Brand Identity and Strategy

About this Course

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