Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
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Branding: The Creative Journey の専門講座IEビジネススクール（IE Business School）このコースについて
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次における4の1コース
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中級レベル
約14時間で修了
英語
字幕：フランス語, ポルトガル語（ブラジル）, ロシア語, 英語, スペイン語
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AdvertisingLogoBrandBrand Identity
共有できる証明書
修了時に証明書を取得
100%オンライン
自分のスケジュールですぐに学習を始めてください。
次における4の1コース
柔軟性のある期限
スケジュールに従って期限をリセットします。
中級レベル
約14時間で修了
英語
字幕：フランス語, ポルトガル語（ブラジル）, ロシア語, 英語, スペイン語
提供：
IEビジネススクール（IE 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.
シラバス - 本コースの学習内容
3時間で修了
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時間で修了
9件のビデオ （合計42分）, 5 学習用教材, 2 個のテスト
9件のビデオ
What is a brand?6 分
How are brands built?5 分
The brands we love and hate.4 分
What is segmentation?4 分
Understanding your prejudices.5 分
The iceberg model: Who they are.4 分
The Iceberg model: What they do3 分
Introduction to A1.24 分
5件の学習用教材
The brand asset valuator.10 分
(OPTIONAL READING) Keller: Strategic brand management.10 分
The iceberg model.10 分
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5 分
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5 分
3時間で修了
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時間で修了
7件のビデオ （合計29分）, 2 学習用教材, 2 個のテスト
7件のビデオ
What is a positioning statement?4 分
Consumer based categories5 分
How to compete in your category.4 分
Establishing the point of difference.5 分
The 10 commandments of strong brand positioning.4 分
Introduction to A2.22 分
2件の学習用教材
Every business is a growth business.15 分
Perceptual mapping10 分
3時間で修了
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.
3時間で修了
9件のビデオ （合計37分）, 4 学習用教材, 2 個のテスト
9件のビデオ
What is a consumer insight?4 分
What is a category insight?3 分
What is a relevant brand difference?4 分
Brand personality.5 分
Brand image values.5 分
Brand vision.3 分
Examples of brand houses.3 分
Introduction to A3.22 分
4件の学習用教材
EXTERNAL VIDEO: Guinness surfer advert10 分
Benefit ladder10 分
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10 分
An interview with Simon Sinek10 分
3時間で修了
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.
3時間で修了
8件のビデオ （合計30分）, 1 学習用教材, 2 個のテスト
8件のビデオ
Brand touchpoints4 分
What makes a good logo?2 分
What makes a good logo: Font?3 分
What makes a good logo: Colors?4 分
The importance of a name.5 分
Qualities of an effective name.3 分
Types of names.3 分
1件の学習用教材
OPTIONAL READING: Designing Brand Identity Alina Wheeler10 分
レビュー
BRAND IDENTITY AND STRATEGY からの人気レビュー
BMにより2020年6月5日
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.
MKにより2019年11月19日
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.
AZにより2020年9月26日
I am very helped by the learing method of this class, it's such a new sight for me to learn things. I am happy to learing this Brand Identity and Strategy class from ie University :)
SDにより2020年8月25日
I really enjoyed this course and I believe I learned some valuable things. The assignments were challenging while not being dishearteningly difficult. The instructor is also great.
Branding: The Creative Journey専門講座について
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.
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