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IE Business School

Branding: The Creative Journey

IE Business School via Coursera Specialization


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.


Course 1: Brand Identity and Strategy
- Offered by IE Business School. Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a ... Enroll for free.

Course 2: Storytelling in Branding and Content Marketing
- Offered by IE Business School. Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn ... Enroll for free.

Course 3: From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
- Offered by IE Business School. There are many different ways to approach clients to assess their needs and develop creative campaigns which ... Enroll for free.

Course 4: Branding and Customer Experience
- Offered by IE Business School. Whether students come from a Branding or a Customer Experience background or perspective, this course will ... Enroll for free.


Taught by

Brian Hallett, MARÍA EIZAGUIRRE DIÉGUEZ, Michael Thompson and Pedro Cifuentes Huertas



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