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Brand Identity and Strategy
  • Level Professional
  • Duration 14 hours
  • Course by IE Business School
  • Offered by

About

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.

Modules

What makes a brand a brand?

    • 4 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • A1.1: Choosing a brand you love

1 Discussions

  • What brands do you love and hate?

4 Videos

  • Welcome to the course.
  • What is a brand?
  • How are brands built?
  • The brands we love and hate.

2 Readings

  • The brand asset valuator.
  • (OPTIONAL READING) Keller: Strategic brand management.

Segmentation

    • 5 Videos
    • 3 Readings
    • 1 PeerReview
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1 Peer Review

  • A1.2: Segmentation on your most loved brand.

5 Videos

  • What is segmentation?
  • Understanding your prejudices.
  • The iceberg model: Who they are.
  • The Iceberg model: What they do
  • Introduction to A1.2

3 Readings

  • The iceberg model.
  • EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision
  • EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.

Consumer based positioning

    • 3 Videos
    • 1 Readings
    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • A2.1: Advert note-taking activity

1 Discussions

  • What do you think about this positioning statement?

3 Videos

  • Introduction to positioning
  • What is a positioning statement?
  • Consumer based categories

1 Readings

  • Every business is a growth business.

How the consumer views the market.

    • 4 Videos
    • 1 Readings
    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • A2.2: Positioning on your most loved brand.

1 Discussions

  • Judging good and bad positioning statements.

4 Videos

  • How to compete in your category.
  • Establishing the point of difference.
  • The 10 commandments of strong brand positioning.
  • Introduction to A2.2

1 Readings

  • Perceptual mapping

Brand houses

    • 9 Videos
    • 4 Readings
    • 2 PeerReview
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2 Peer Review

  • A3.2 Create a brand house of a brand you love.
  • A3.1 Creating a brand ladder

9 Videos

  • 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

4 Readings

  • EXTERNAL VIDEO: Guinness surfer advert
  • Benefit ladder
  • EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'
  • An interview with Simon Sinek

Brand identity and logos.

    • 5 Videos
    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • A4.1 Origin of logos

1 Discussions

  • What do you think of these logos?

5 Videos

  • What is brand identity?
  • Brand touchpoints
  • What makes a good logo?
  • What makes a good logo: Font?
  • What makes a good logo: Colors?

Naming your brand

    • 3 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • A4.2 Identity cues on your most loved brand

3 Videos

  • The importance of a name.
  • Qualities of an effective name.
  • Types of names.

1 Readings

  • OPTIONAL READING: Designing Brand Identity Alina Wheeler

Welcome to Branding: The Creative Journey Specialization

    • 1 Videos
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1 Videos

  • Introduction to Branding: The Creative Journey Specialization

Introduction to the Brand identity and Strategy Capstone Project

    • 1 Videos
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1 Videos

  • Introduction to The Project

Let's see if you can apply the learnings obtained!

    • 1 Assignment
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1 Assignment

  • 1. Brand Identity and Strategy

Capstone Project Instructions

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Brand Identity and Strategy

1 Videos

  • Instructions for the Capstone Project

1 Readings

  • Instructions

Useful Complementary Material

    • 3 Readings
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3 Readings

  • 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)

Brand Identity and Strategy Capstone Project Conclusion

    • 1 Videos
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1 Videos

  • Brand Identity and Strategy Conclusion

Auto Summary

Unlock the secrets to empowering brands with the "Brand Identity and Strategy" course from IE Business School, led by Rhodes Scholar Dr. Maria Eizaguirre. Ideal for sales and marketing professionals, this comprehensive journey covers brand building, consumer segmentation, positioning, and the creation of impactful brand houses. Offered on Coursera, the course spans 840 minutes and is available through Starter, Professional, and Paid subscription options. Perfect for those eager to enhance their strategic branding skills.

MARÍA EIZAGUIRRE DIÉGUEZ
Instructor

MARÍA EIZAGUIRRE DIÉGUEZ