课程信息
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立即开始,按照自己的计划学习。
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中级

中级

完成时间(小时)

完成时间大约为11 小时

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

英语(English)

字幕:英语(English)
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为11 小时

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

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(小时)
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....
Reading
9 个视频 (总计 42 分钟), 5 个阅读材料, 2 个测验
Video9 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
Reading5 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(小时)
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....
Reading
7 个视频 (总计 29 分钟), 2 个阅读材料, 2 个测验
Video7 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
Reading2 个阅读材料
Every business is a growth business.15分钟
Perceptual mapping10分钟
3
完成时间(小时)
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....
Reading
9 个视频 (总计 37 分钟), 4 个阅读材料, 2 个测验
Video9 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
Reading4 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(小时)
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. ...
Reading
8 个视频 (总计 30 分钟), 1 个阅读材料, 2 个测验
Video8 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
Reading1 个阅读材料
OPTIONAL READING: Designing Brand Identity Alina Wheeler10分钟

讲师

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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....

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