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Практический курс для тех, кто хочет разобраться, что такое брендинг, и научиться успешно выстраивать стратегию продвижения брендов высокотехнологичных проектов. На основе полученных из курса знаний вы сможете: - определять стратегию брендинга для...
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Практический курс для тех, кто хочет разобраться, что такое брендинг, и научиться успешно выстраивать стратегию продвижения брендов высокотехнологичных проектов. На основе полученных из курса знаний вы сможете: - определять стратегию брендинга для конкретного высокотехнологичного бизнеса; - соотносить брендинг и маркетинг как две непересекающиеся составляющие бизнеса; - строить алгоритмы проектирования и управления брендом в инновационных проектах; - разрабатывать техническое задание и осмысленно выбирать подрядчиков на выполнение работ на протяжение всей жизни бренда, то есть в процессе его создания, роста и управления; - оценивать всё разнообразие и потенциальную востребованность брендинга как специальности (в курсе - надежный гайдлайн с проработкой базовых понятий и терминов); - раскрыть потенциал нового продукта инструментами брендинга; - планировать стратегическое управление бизнес-процессами с помощью эффективных инструментов коммуникаций; - исследовать и создавать ценностные предложения; - конструировать модели бизнес-процессов; - проектировать торговые марки и бренды; - управлять коммуникациями бизнеса; - понимать психологию потребителя. Курс продемонстрирует, как правильно организованный брендинг не только повышает эффективность коммуникаций, но и увеличивает стоимость продукта и бизнеса в целом, влияет на продажи, общение с партнерами и сотрудниками внутри компании. В нем рассматривается большое количество инструментов брендинга, готовых к применению, и приводятся конкретные примеры построения успешных брендов. Курс разработан кафедрой технологического предпринимательства МФТИ-РОСНАО совместно с АНО "еНано" и Высшей школой брендинга.
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Know what's good
, what to watch for
, and possible dealbreakers
Suitable for those new to branding principles, thanks to its practical guidelines
Conceptual clarity in defining brand and marketing differentiation within high-tech business
Well suited for those in technology entrepreneurship given its affiliation with programs like MFTI-ROSNAO
Stresses how branding efforts lead to tangible effects, such as increased product value and sales

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Reviews summary

High-yield branding course

This course is a goldmine of information on how to develop and implement an effective branding strategy for innovative businesses. The materials are comprehensive and engaging, with real-life examples that make the concepts easy to understand and apply. Learners praise the instructor's expertise and clear explanations. This course is highly recommended for anyone looking to elevate their branding skills.
Instructor is knowledgeable and experienced in branding.
""Огромное спасибо Андрею Сергеевичу Кожанову и всей команде,которая работала над созданием данного курса!""
""Большое спасибо за предоставленную возможность обучения по данному курсу. Андрею Сергеевичу и его Команде огромное спасибо за отлично проработанную подачу обучающего материала!""
Topics are presented in a logical and clear way.
""Все процессы рассмотренны на хороших примерах, что помогает усвоить информацию и понять ее.""
""Очень информативный и насыщенный курс! Нет никакой воды. Все сопровождается презентациями, которые в последующем можно скачать.""
Course provides real-world applications and case studies.
""Глубоко, последовательно и доступно. Получил полное представление о создании бренда продукта и его ценности.""
""… Очень четко и понятно объясняются все темы и подкрепляются сразу примерами!""

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Брендинг в инновациях - новая коммуникационная реальность with these activities:
Read 'Branding: In Five and a Half Steps' by David Aaker
This book provides a comprehensive overview of branding concepts, which will help you build a solid foundation for this course.
Show steps
  • Read Chapter 1: The Basics of Branding
  • Read Chapter 2: The Five Steps of Branding
  • Read Chapter 3: The Half Step of Branding
  • Complete the exercises at the end of each chapter
Read 'The 22 Immutable Laws of Branding' by Al Ries and Laura Ries
This book provides a set of principles that can help you to build a strong brand.
Show steps
  • Read Chapter 1: The Law of Leadership
  • Read Chapter 2: The Law of Category
  • Read Chapter 3: The Law of the Mind
  • Complete the exercises at the end of each chapter
Follow a Tutorial on Brand Communication
This tutorial will provide you with a step-by-step guide to developing effective brand communication strategies.
Browse courses on Brand Communication
Show steps
  • Find a tutorial on brand communication
  • Follow the steps in the tutorial
  • Apply what you learn to your own brand
Five other activities
Expand to see all activities and additional details
Show all eight activities
Complete a Set of Branding Exercises
These exercises will help you to develop your skills in brand strategy and management.
Browse courses on Branding Strategy
Show steps
  • Find a set of branding exercises
  • Complete the exercises
  • Review your results
Attend a Peer Networking Event
This activity will allow you to connect with other professionals in the field and to learn from their experiences.
Browse courses on Networking
Show steps
  • Find a peer networking event
  • Attend the event
  • Introduce yourself to other professionals
Write a Blog Post About a Branding Trend
This activity will help you to stay up-to-date on the latest branding trends and to think critically about how they can be applied to your own brand.
Browse courses on Marketing Trends
Show steps
  • Research branding trends
  • Write a blog post about a branding trend
  • Promote your blog post
Develop a Brand Strategy for a New Product
This project will allow you to apply the concepts you learn in this course to a real-world scenario.
Browse courses on Brand Strategy
Show steps
  • Identify a target market for your product
  • Develop a brand identity for your product
  • Create a marketing plan for your product
  • Implement your marketing plan
  • Evaluate the results of your marketing plan
Contribute to an Open-Source Branding Project
This activity will allow you to gain hands-on experience in branding and to contribute to the open-source community.
Browse courses on Branding
Show steps
  • Find an open-source branding project
  • Contribute to the project
  • Review your contributions

Career center

Learners who complete Брендинг в инновациях - новая коммуникационная реальность will develop knowledge and skills that may be useful to these careers:
Marketing Manager
A Marketing Manager is responsible for developing and implementing marketing plans and strategies for a company or organization. They work to define target markets, create marketing campaigns, and manage marketing budgets. This course from Moscow Institute of Physics and Technology "may" benefit a Marketing Manager by increasing their knowledge of branding, marketing, and communications.
Sales Manager
A Sales Manager is responsible for leading and managing a team of sales representatives. They work to develop sales strategies, set sales targets, and motivate their team to achieve those targets. This course "may" benefit a Sales Manager by increasing their knowledge of branding, marketing, and sales management.
Marketing Analyst
A Marketing Analyst is responsible for collecting and analyzing marketing data. They work to identify trends, measure the effectiveness of marketing campaigns, and provide insights to help improve marketing strategies. This course "may" benefit a Marketing Analyst by increasing their knowledge of branding, marketing, and data analysis.
Product Manager
A Product Manager is responsible for managing the development and launch of new products or features. They work with engineers, designers, and marketing teams to bring products to market that meet the needs of customers. This course from Moscow Institute of Physics and Technology "may" benefit a Product Manager by increasing their knowledge of branding, marketing, and product development.
Business Development Manager
A Business Development Manager is responsible for identifying and developing new business opportunities for a company. They work with potential customers to create new partnerships and generate sales. This course "may" benefit a Business Development Manager by increasing their knowledge of branding, marketing, and sales.
Public relations manager
A Public Relations Manager is responsible for managing the public image of a company or organization. They work to build relationships with the media, create and distribute press releases, and manage public relations campaigns. This course from Moscow Institute of Physics and Technology "may" benefit a Public Relations Manager by increasing their knowledge of branding, marketing, and communications.
Digital Marketing Manager
A Digital Marketing Manager is responsible for developing and implementing digital marketing strategies. They work to create and manage digital marketing campaigns, track their performance, and generate leads. This course from Moscow Institute of Physics and Technology "may" benefit a Digital Marketing Manager by increasing their knowledge of branding, marketing, and digital marketing.
Brand Manager
A Brand Manager oversees the marketing and positioning of a particular product or group of products. Their work is critical in maintaining and growing brand awareness, reputation, and sales. This course "may" benefit a Brand Manager by increasing their knowledge of branding, marketing, and business management.
Marketing Consultant
A Marketing Consultant provides marketing advice and services to businesses and organizations. They work to help businesses develop and implement marketing strategies, improve their marketing performance, and achieve their marketing goals. This course from Moscow Institute of Physics and Technology "may" benefit a Marketing Consultant by increasing their knowledge of branding, marketing, and business.
Marketing Communications Manager
A Marketing Communications Manager is responsible for developing and implementing marketing communications plans and strategies. They work to create and distribute marketing materials, manage social media campaigns, and build relationships with the media. This course "may" benefit a Marketing Communications Manager by increasing their knowledge of branding, marketing, and communications.
Creative Director
A Creative Director is responsible for leading and managing a team of creative professionals. They work to develop and implement creative concepts for marketing campaigns, advertising, and other marketing materials. This course "may" benefit a Creative Director by increasing their knowledge of branding, marketing, and creative direction.
Social Media Marketing Manager
A Social Media Marketing Manager is responsible for developing and implementing social media marketing strategies. They work to create and manage social media accounts, track their performance, and generate leads. This course "may" benefit a Social Media Marketing Manager by increasing their knowledge of branding, marketing, and social media marketing.
Brand Strategist
A Brand Strategist is responsible for developing and implementing branding strategies for companies and organizations. They work to create brand identities, develop brand messaging, and manage brand reputation. This course from Moscow Institute of Physics and Technology "may" benefit a Brand Strategist by increasing their knowledge of branding, marketing, and communications.
Chief Marketing Officer
A Chief Marketing Officer is responsible for leading all marketing activities for a company or organization. They work to develop and implement marketing strategies, manage marketing budgets, and build brand awareness. This course from Moscow Institute of Physics and Technology "may" benefit a Chief Marketing Officer by increasing their knowledge of branding, marketing, and leadership.
Executive Creative Director
An Executive Creative Director collaborates with companies to implement branding approaches and strategies. They conceptualize and lead campaigns, products, and initiatives based on their knowledge of product development, marketing, sales, and more. This course from Moscow Institute of Physics and Technology "may" benefit an Executive Creative Director by increasing their knowledge of marketing, branding, and sales, especially in the context of high-tech projects.

Reading list

We've selected 15 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Брендинг в инновациях - новая коммуникационная реальность.
Provides a step-by-step guide to building a brand from scratch. It covers everything from developing a brand strategy to creating a brand identity to marketing your brand.
Explains how design thinking can be used to create innovative products and services. It valuable resource for anyone who wants to learn more about the design process.
Explores the challenges that established businesses face when they try to innovate. It must-read for anyone who wants to learn more about innovation.
Explains the difference between good and bad strategy. It valuable resource for anyone who wants to learn how to develop effective strategies.
Provides a step-by-step guide to building a successful startup. It must-read for anyone who wants to learn more about the lean startup methodology.
Identifies the five key characteristics that successful innovators share. It valuable resource for anyone who wants to learn more about how to become a more innovative leader.
Provides a practical guide to using design thinking to solve problems and create innovative solutions. It valuable resource for anyone who wants to learn more about the design thinking process.
Provides a comprehensive set of tools and techniques for developing and implementing brand strategy. It valuable resource for anyone who wants to learn more about brand management.
Explores the reasons why brands fail and provides practical advice on how to fix them. It valuable resource for anyone who wants to learn more about brand management.
Provides a comprehensive overview of brand management. It covers everything from developing a brand strategy to measuring brand value.

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