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Brand Identity and Strategy

IE Business School via Coursera

  • Provider Coursera
  • Subject Marketing
  • Cost Free Online Course (Audit)
  • Session In progress
  • Language English
  • Certificate Paid Certificate Available
  • Effort 3 hours a week
  • Start Date
  • Duration 4 weeks long
  • Learn more about MOOCs

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Overview

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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.

Syllabus

  1. Introduction to branding: Segmentation.
  2. DEFINING THE VALUE
  3. BUILDING A BRAND HOUSE
  4. BRAND MARKS AND VISUAL EXPRESSIONS

Taught by

MARÍA EIZAGUIRRE DIÉGUEZ

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