Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Este curso faz parte do Programa de cursos integrados Branding: The Creative Journey
oferecido por
Programa de cursos integrados Branding: The Creative JourneyIE Business SchoolIE Business SchoolInformações sobre o curso
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Curso 1 de 4 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível intermediário
Aprox. 14 horas para completar
Inglês
Legendas: Francês, Português (Brasil), Russo, Inglês, Espanhol
Habilidades que você terá
AdvertisingLogoBrandBrand Identity
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Curso 1 de 4 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível intermediário
Aprox. 14 horas para completar
Inglês
Legendas: Francês, Português (Brasil), Russo, Inglês, Espanhol
oferecido por
IE Business SchoolIE Business School
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.
Programa - O que você aprenderá com este curso
3 horas para concluir
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.
3 horas para concluir
9 vídeos (Total 42 mín.), 5 leituras, 2 testes
9 videos
What is a brand?6min
How are brands built?5min
The brands we love and hate.4min
What is segmentation?4min
Understanding your prejudices.5min
The iceberg model: Who they are.4min
The Iceberg model: What they do3min
Introduction to A1.24min
5 leituras
The brand asset valuator.10min
(OPTIONAL READING) Keller: Strategic brand management.10min
The iceberg model.10min
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5min
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5min
3 horas para concluir
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.
3 horas para concluir
7 vídeos (Total 29 mín.), 2 leituras, 2 testes
7 videos
What is a positioning statement?4min
Consumer based categories5min
How to compete in your category.4min
Establishing the point of difference.5min
The 10 commandments of strong brand positioning.4min
Introduction to A2.22min
2 leituras
Every business is a growth business.15min
Perceptual mapping10min
3 horas para concluir
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.
3 horas para concluir
9 vídeos (Total 37 mín.), 4 leituras, 2 testes
9 videos
What is a consumer insight?4min
What is a category insight?3min
What is a relevant brand difference?4min
Brand personality.5min
Brand image values.5min
Brand vision.3min
Examples of brand houses.3min
Introduction to A3.22min
4 leituras
EXTERNAL VIDEO: Guinness surfer advert10min
Benefit ladder10min
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10min
An interview with Simon Sinek10min
3 horas para concluir
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.
3 horas para concluir
8 vídeos (Total 30 mín.), 1 leitura, 2 testes
8 videos
Brand touchpoints4min
What makes a good logo?2min
What makes a good logo: Font?3min
What makes a good logo: Colors?4min
The importance of a name.5min
Qualities of an effective name.3min
Types of names.3min
1 leituras
OPTIONAL READING: Designing Brand Identity Alina Wheeler10min
Avaliações
Principais avaliações do BRAND IDENTITY AND STRATEGY
por BM5 de Jun de 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.
por MK19 de Nov de 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.
por AZ26 de Set de 2020
I am very helped by the learing method of this class, it's such a new sight for me to learn things. I am happy to learing this Brand Identity and Strategy class from ie University :)
por SD25 de Ago de 2020
I really enjoyed this course and I believe I learned some valuable things. The assignments were challenging while not being dishearteningly difficult. The instructor is also great.
Sobre Programa de cursos integrados Branding: The Creative Journey
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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
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