课程信息

116,746 次近期查看
可分享的证书
完成后获得证书
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17 小时
英语(English)
字幕:英语(English)

您将获得的技能

AdvertisingLogoBrandBrand Identity
可分享的证书
完成后获得证书
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17 小时
英语(English)
字幕:英语(English)

提供方

IE商学院 徽标

IE商学院

教学大纲 - 您将从这门课程中学到什么

内容评分Thumbs Up91%(1,495 个评分)Info
1

1

完成时间为 3 小时

Introduction to branding: Segmentation.

完成时间为 3 小时
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

2

完成时间为 3 小时

DEFINING THE VALUE

完成时间为 3 小时
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

3

完成时间为 4 小时

BUILDING A BRAND HOUSE

完成时间为 4 小时
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

4

完成时间为 4 小时

BRAND MARKS AND VISUAL EXPRESSIONS

完成时间为 4 小时
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

审阅

来自BRAND IDENTITY AND STRATEGY的热门评论

查看所有评论

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

常见问题

  • 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.
  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

  • 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

  • 是的,Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请,申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤,包括毕业项目。了解更多

还有其他问题吗?请访问 学生帮助中心