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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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. 17 horas para completar
Inglês
Legendas: Inglês
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. 17 horas para completar
Inglês
Legendas: Inglês
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
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.
4 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
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.
4 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 AA30 de Mai de 2020
This is very awesome course you can be brand expert after this course. Thanks, IE Business Thanks a lot Mrs. Maria thanks.
por AP28 de Mai de 2020
This was a fantastic course. I really appreciate the ideas and the techniques instructor teaches. I learnt something new.
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.
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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
Qual é a política de reembolso?
Se você se inscrever, terá 7 dias para testar sem custo e, durante este período, pode cancelar sem multa. Depois disso, não reembolsamos, mas você pode cancelar sua inscrição a qualquer momento. Veja nossa política para o reembolso total.
Existe algum auxílio financeiro disponível?
Sim, a Coursera oferece auxílio financeiro ao aluno que não possa pagar a taxa. Faça a solicitação clicando no link Auxílio Financeiro, abaixo do botão "Inscreva-se" à esquerda. Preencha uma solicitação e será notificado caso seja aprovado. Você terá que completar esta etapa para cada curso na Especialização, incluindo o Trabalho de Conclusão de Curso. Saiba mais .
Ganharei créditos universitários por concluir o curso?
Este curso não oferece créditos universitários, mas algumas universidades podem aceitar certificados de cursos que podem ser convertidos em créditos. Entre em contato com sua instituição para saber mais. Com os cursos on-line e os certificados Mastertrack™ do Coursera, é possível ganhar créditos universitários.
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