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.
Программа курса: что вы изучите
Неделя
13 ч. на завершение
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 видео ((всего 42 мин.)), 5 материалов для самостоятельного изучения, 2 тестов
9 видео
What is a brand?6мин
How are brands built?5мин
The brands we love and hate.4мин
What is segmentation?4мин
Understanding your prejudices.5мин
The iceberg model: Who they are.4мин
The Iceberg model: What they do3мин
Introduction to A1.24мин
5 материала для самостоятельного изучения
The brand asset valuator.10мин
(OPTIONAL READING) Keller: Strategic brand management.10мин
The iceberg model.10мин
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5мин
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5мин
Неделя
23 ч. на завершение
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 видео ((всего 29 мин.)), 2 материалов для самостоятельного изучения, 2 тестов
7 видео
What is a positioning statement?4мин
Consumer based categories5мин
How to compete in your category.4мин
Establishing the point of difference.5мин
The 10 commandments of strong brand positioning.4мин
Introduction to A2.22мин
2 материала для самостоятельного изучения
Every business is a growth business.15мин
Perceptual mapping10мин
Неделя
34 ч. на завершение
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 видео ((всего 37 мин.)), 4 материалов для самостоятельного изучения, 2 тестов
9 видео
What is a consumer insight?4мин
What is a category insight?3мин
What is a relevant brand difference?4мин
Brand personality.5мин
Brand image values.5мин
Brand vision.3мин
Examples of brand houses.3мин
Introduction to A3.22мин
4 материала для самостоятельного изучения
EXTERNAL VIDEO: Guinness surfer advert10мин
Benefit ladder10мин
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10мин
An interview with Simon Sinek10мин
Неделя
44 ч. на завершение
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 видео ((всего 30 мин.)), 1 материал для самостоятельного изучения, 2 тестов
8 видео
Brand touchpoints4мин
What makes a good logo?2мин
What makes a good logo: Font?3мин
What makes a good logo: Colors?4мин
The importance of a name.5мин
Qualities of an effective name.3мин
Types of names.3мин
1 материал для самостоятельного изучения
OPTIONAL READING: Designing Brand Identity Alina Wheeler10мин
Преподаватель
MARÍA EIZAGUIRRE DIÉGUEZ
Marketing & Branding ProfessorIE School of Human Sciences and Technology
О Международная бизнес-школа IE
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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