课程信息
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第 1 门课程(共 4 门)

可灵活调整截止日期

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中级

完成时间大约为21 小时

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

英语(English)

字幕:英语(English)

您将获得的技能

AdvertisingLogoBrandBrand Identity

100% 在线

立即开始,按照自己的计划学习。

第 1 门课程(共 4 门)

可灵活调整截止日期

根据您的日程表重置截止日期。

中级

完成时间大约为21 小时

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

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 3 小时

Introduction to branding: Segmentation.

9 个视频 (总计 42 分钟), 5 个阅读材料, 2 个测验
9 个视频
What is a brand?6分钟
How are brands built?5分钟
The brands we love and hate.4分钟
What is segmentation?4分钟
Understanding your prejudices.5分钟
The iceberg model: Who they are.4分钟
The Iceberg model: What they do3分钟
Introduction to A1.24分钟
5 个阅读材料
The brand asset valuator.10分钟
(OPTIONAL READING) Keller: Strategic brand management.10分钟
The iceberg model.10分钟
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5分钟
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5分钟
2
完成时间为 3 小时

DEFINING THE VALUE

7 个视频 (总计 29 分钟), 2 个阅读材料, 2 个测验
7 个视频
What is a positioning statement?4分钟
Consumer based categories5分钟
How to compete in your category.4分钟
Establishing the point of difference.5分钟
The 10 commandments of strong brand positioning.4分钟
Introduction to A2.22分钟
2 个阅读材料
Every business is a growth business.15分钟
Perceptual mapping10分钟
3
完成时间为 4 小时

BUILDING A BRAND HOUSE

9 个视频 (总计 37 分钟), 4 个阅读材料, 2 个测验
9 个视频
What is a consumer insight?4分钟
What is a category insight?3分钟
What is a relevant brand difference?4分钟
Brand personality.5分钟
Brand image values.5分钟
Brand vision.3分钟
Examples of brand houses.3分钟
Introduction to A3.22分钟
4 个阅读材料
EXTERNAL VIDEO: Guinness surfer advert10分钟
Benefit ladder10分钟
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10分钟
An interview with Simon Sinek10分钟
4
完成时间为 4 小时

BRAND MARKS AND VISUAL EXPRESSIONS

8 个视频 (总计 30 分钟), 1 个阅读材料, 2 个测验
8 个视频
Brand touchpoints4分钟
What makes a good logo?2分钟
What makes a good logo: Font?3分钟
What makes a good logo: Colors?4分钟
The importance of a name.5分钟
Qualities of an effective name.3分钟
Types of names.3分钟
1 个阅读材料
OPTIONAL READING: Designing Brand Identity Alina Wheeler10分钟
4.4
11 条评论Chevron Right

来自Brand Identity and Strategy的热门评论

创建者 MKNov 20th 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.

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MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor
IE School of Human Sciences and Technology

关于 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....

关于 Branding: The Creative Journey 专项课程

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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