Course Summary
This course teaches you how to create and maintain a strong brand identity that resonates with your target audience.Key Learning Points
- Learn the fundamentals of brand identity strategy and how to apply them to your business
- Discover techniques for creating and testing brand elements such as logos and color schemes
- Understand how to develop a brand personality and voice that connects with your audience
Related Topics for further study
Learning Outcomes
- Create a strong brand identity that resonates with your target audience
- Develop a brand personality and voice that connects with your audience
- Apply color theory and design principles to create effective brand elements
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing principles
- Access to design software such as Adobe Illustrator or Photoshop
Course Difficulty Level
IntermediateCourse Format
- Self-paced
- Video lectures
- Hands-on design exercises
Similar Courses
- Marketing Analytics
- Social Media Marketing
Related Education Paths
Notable People in This Field
- Seth Godin
- Simon Sinek
Related Books
Description
Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Outline
- Introduction to branding: Segmentation.
- Welcome to the course.
- What is a brand?
- How are brands built?
- The brands we love and hate.
- What is segmentation?
- Understanding your prejudices.
- The iceberg model: Who they are.
- The Iceberg model: What they do
- Introduction to A1.2
- The brand asset valuator.
- (OPTIONAL READING) Keller: Strategic brand management.
- The iceberg model.
- EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision
- EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.
- DEFINING THE VALUE
- Introduction to positioning
- What is a positioning statement?
- Consumer based categories
- How to compete in your category.
- Establishing the point of difference.
- The 10 commandments of strong brand positioning.
- Introduction to A2.2
- Every business is a growth business.
- Perceptual mapping
- BUILDING A BRAND HOUSE
- 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
- EXTERNAL VIDEO: Guinness surfer advert
- Benefit ladder
- EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'
- An interview with Simon Sinek
- BRAND MARKS AND VISUAL EXPRESSIONS
- What is brand identity?
- Brand touchpoints
- What makes a good logo?
- What makes a good logo: Font?
- What makes a good logo: Colors?
- The importance of a name.
- Qualities of an effective name.
- Types of names.
- OPTIONAL READING: Designing Brand Identity Alina Wheeler
- THE CAPSTONE PROJECT
- Introduction to Branding: The Creative Journey Specialization
- Introduction to The Project
- Instructions for the Capstone Project
- Brand Identity and Strategy Conclusion
- Instructions
- 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)
- 1. Brand Identity and Strategy
Summary of User Reviews
Key Aspect Users Liked About This Course
Practical and insightful course contentPros from User Reviews
- Provides a clear understanding of brand identity and strategy
- Real-world examples and case studies are helpful
- Instructors are knowledgeable and engaging
- Course is well-structured and easy to follow
- Great for beginners and professionals alike
Cons from User Reviews
- Some users found the course too basic
- Assignments can be time-consuming
- Some users wanted more in-depth discussion on certain topics
MARÍA EIZAGUIRRE DIÉGUEZ
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