Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
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第 1 门课程（共 4 门）
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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
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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
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.
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 小时
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
完成时间为 3 小时
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
完成时间为 4 小时
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
完成时间为 4 小时
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
由 BM 提供Jun 5, 2020
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 AA 提供May 30, 2020
This is very awesome course you can be brand expert after this course. Thanks, IE Business Thanks a lot Mrs. Maria thanks.
由 AP 提供May 28, 2020
This was a fantastic course. I really appreciate the ideas and the techniques instructor teaches. I learnt something new.
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.
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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.
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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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