Informações sobre o curso
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Prazos flexíveis

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Nível intermediário

Aprox. 15 horas para completar

Sugerido: 4 weeks of study, 3 hours per week...

Inglês

Legendas: Inglês

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 15 horas para completar

Sugerido: 4 weeks of study, 3 hours per week...

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
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.

...
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
Semana
2
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.

...
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
Semana
3
4 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.

...
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
Semana
4
4 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.

...
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

Instrutores

Avatar

MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor
IE School of Human Sciences and Technology

Sobre 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. 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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