课程信息
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第 3 门课程(共 4 门)

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

根据您的日程表重置截止日期。

初级

完成时间大约为11 小时

建议:4 hours/week...

英语(English)

字幕:英语(English)

第 3 门课程(共 4 门)

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

根据您的日程表重置截止日期。

初级

完成时间大约为11 小时

建议:4 hours/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 2 小时

Telling a Brand Story Through Images

11 个视频 (总计 82 分钟), 2 个阅读材料, 1 个测验
11 个视频
Purpose of the Creative Pitch: Interview with Maria Haro9分钟
Process Overview2分钟
The History of Branding Through Images4分钟
The Art of Story Branding6分钟
Story Branding Through Images and Concepts6分钟
Understanding the Language of Image-Making I10分钟
Understanding the Language of Image-Making II11分钟
Understanding the Language of Image-Making III7分钟
Narrative: First Contact with the Client16分钟
Optional Portfolio Assignment3分钟
2 个阅读材料
***Important note before starting the course***10分钟
Recommended/Optional: ¨Photographically Speaking¨10分钟
1 个练习
Let's Talk About Some Images16分钟
2
完成时间为 1 小时

The Brand Analysis

6 个视频 (总计 23 分钟), 1 个测验
6 个视频
Which is More Important: Brand or Product?2分钟
Brand Analysis2分钟
The Positioning Statement: Interview with Maria Haro3分钟
How to Write a Brand Positioning Statement1分钟
Narrative: Talking About the Values of the Brand10分钟
1 个练习
Testing Your Skills14分钟
3
完成时间为 1 小时

Creative Advertising Concepts

7 个视频 (总计 26 分钟), 1 个测验
7 个视频
What is Creative Advertising?5分钟
Examining Ads: Creating Conceptual Advertising (images)6分钟
How to Convey the Unique Selling Propositions of the Brand4分钟
From Brand to Concept1分钟
Presenting the Creative Concepts to the Client3分钟
Narrative: Presenting the Creative Pitch to the Client4分钟
1 个练习
Test Your Skills10分钟
4
完成时间为 3 小时

The Production Plan and the Creative Pitch

11 个视频 (总计 39 分钟), 2 个测验
11 个视频
Defining the Brand Through the Production Team2分钟
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5分钟
Production Team Interviews: Stylist Isabel Ottino8分钟
Production Team Interviews: Art Designer Adrian Tai8分钟
Narrative: Presenting the Production Plan to the Client6分钟
The Creative Pitch Deck1分钟
Explaining the Activity: The Campaign Challenge1分钟
The Photo Shoot1分钟
What Did We Learn?1分钟
Farewell!54
1 个练习
Test Your Skills10分钟
4.6
16 个审阅Chevron Right

来自From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories的热门评论

创建者 YHOct 2nd 2018

Very helpful intro into image creation and brand awareness build-up. The skills and knowledge can be applied immediately if you are in the business or on learning stage.

创建者 MKDec 19th 2017

Very beneficial course. Apt & to the point content in very less time.

讲师

Avatar

Brian Hallett

Visual Communication and Branded Content 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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