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中級レベル
約17時間で修了
英語
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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。
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17時間で修了
英語
字幕:英語

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IEビジネススクール(IE Business School) ロゴ

IEビジネススクール(IE Business School)

シラバス - 本コースの学習内容

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1

1

3時間で修了

Introduction to branding: Segmentation.

3時間で修了
9件のビデオ (合計42分), 5 readings, 2 quizzes
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
2

2

3時間で修了

DEFINING THE VALUE

3時間で修了
7件のビデオ (合計29分), 2 readings, 2 quizzes
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

3

4時間で修了

BUILDING A BRAND HOUSE

4時間で修了
9件のビデオ (合計37分), 4 readings, 2 quizzes
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
4

4

4時間で修了

BRAND MARKS AND VISUAL EXPRESSIONS

4時間で修了
8件のビデオ (合計30分), 1 reading, 2 quizzes
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

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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. 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....
Branding: The Creative Journey

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