Brand Identity and Strategy
4.0 /5- Offered byCoursera
Brand Identity and Strategy at Coursera Overview
Duration | 14 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Intermediate |
Official Website | Explore Free Course  |
Credential | Certificate |
Brand Identity and Strategy at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 1 of 4 in the Branding: The Creative Journey Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Intermediate Level
- Approx. 14 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Brand Identity and Strategy at Coursera Course details
- Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
- Students will go through a journey that starts with understanding what a brand is and how they can build successful ones, whilst simultaneously segmenting their consumers appropriately. The course explores positioning and its importance to successful brands looking at perceptual maps and the well-known iceberg model. It culminates in development of real brand houses, which can be applied to the working world, and how picking the right name, colors and logo can be instrumental to a brand?s success.
- The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School?s faculty.
Brand Identity and Strategy at Coursera Curriculum
Introduction to branding: Segmentation.
Welcome to the course.
What is a brand?
How are brands built?
The brands we love and hate.
What is segmentation?
Understanding your prejudices.
The iceberg model: Who they are.
The Iceberg model: What they do
Introduction to A1.2
The brand asset valuator.
(OPTIONAL READING) Keller: Strategic brand management.
The iceberg model.
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.
DEFINING THE VALUE
Introduction to positioning
What is a positioning statement?
Consumer based categories
How to compete in your category.
Establishing the point of difference.
The 10 commandments of strong brand positioning.
Introduction to A2.2
Every business is a growth business.
Perceptual mapping
BUILDING A BRAND HOUSE
Introduction to brand houses
What is a consumer insight?
What is a category insight?
What is a relevant brand difference?
Brand personality.
Brand image values.
Brand vision.
Examples of brand houses.
Introduction to A3.2
EXTERNAL VIDEO: Guinness surfer advert
Benefit ladder
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'
An interview with Simon Sinek
BRAND MARKS AND VISUAL EXPRESSIONS
What is brand identity?
Brand touchpoints
What makes a good logo?
What makes a good logo: Font?
What makes a good logo: Colors?
The importance of a name.
Qualities of an effective name.
Types of names.
OPTIONAL READING: Designing Brand Identity Alina Wheeler
THE CAPSTONE PROJECT
Introduction to Branding: The Creative Journey Specialization
Introduction to The Project
Instructions for the Capstone Project
Brand Identity and Strategy Conclusion
Instructions
Brand-Centric Transformation - Balancing Art and Data
A Collection of Identity Style Guides from around the World
Optional Reading: Strategic Brand Management: Building, Measuring, and Managing Brand Equity - KELLER, K.L (2015)
1. Brand Identity and Strategy
Brand Identity and Strategy at Coursera Admission Process
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