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MARÍA EIZAGUIRRE DIÉGUEZ
Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Read more
Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/j6udcq/brand
What's inside
Syllabus
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.
Read more
Syllabus
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.
Read more
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.
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.
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.
THE CAPSTONE PROJECT
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops core brand identity skills, which are the backbone of all successful brands
Explores the importance of perceptual maps in brand positioning, which is vital for differentiation and competitive advantage
Teaches how to craft brand marks and visual expressions that align with brand personality, which plays a crucial role in building brand recognition and loyalty
Led by Professor Maria Eizaguirre, an experienced Rhodes Scholar winner and IE Business School faculty member, which lends credibility and expertise to the course
Requires students to create their own brand houses, providing hands-on experience and a deeper understanding of brand development
Focuses on building a strong conceptual foundation in brand identity and strategy, catering to beginners or those looking to refresh their knowledge
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Reviews summary
Strategic brand management
Learners say that the course focused on brand strategy and branding. It is largely positive with learners highlighting its practical exercises and the informative videos that featured a passionate instructor. The course, which is for beginners, effectively combined theory and practical assignments and taught learners about segmentation, positioning, and identity. One disappointing aspect was that the course was taught in English but the instructor was not fluent.
Appropriate for beginners in brand strategy or branding.
"Definitely for beginners! If you have ever studied marketing, advertising, or branding, this course will feel very basic and introductory to you."
"It is a very complete course, demanding and you are bound to learn if you develop the assignments consciously and correctly. I recommend it a lot!"
"It is an excellent course. It gave me 360 degree perspective of the brand identity concept."
Practical and engaging assignments that help reinforce concepts.
"Great course, very explainatory and with excellent assigments that help you understand and practice the concepts"
"Thank you Maria for wonderful small short videos with examples, quiz and project. It help me to undersatnd the overall branding paper."
"Learned a lot about it. I'm an designer and the marketing lessons were such a help in my work."
Well-structured content that is clear and practical.
"Fantastic structure of the module and the way in which it is delivered through videos and illustrations."
"The course is very well designed. I like the way the modules are planned and organised."
"Well done and easy-to-understand course. Was able to immediately apply learnings to my job which was fantastic."
Very engaging
"It was a great branding journey, very effective and touches the real life branding aspects."
"Very interesting, both theory and the final project!"
"Very knowledgeable, has excellent assignments, Though I wish the instructions could have been a little more clearer, there were parts where I had to really understand what to do. Apart from that .excellent."
Excellent professor and course.
"Excellent!!! Through the weekly assignments you learn so much more and you fell like you actually are a junior brand manager!!! The professor is so good and understandable!"
"Excellent. Clear explanations, useful, interesting. Very happy and satisfied about the teacher."
"I really enjoyed this class! I learned so much and my peers put out excellent work, as well."
Peer grading can lead to inaccurate assessments.
"Se aprende mucho pero la forma de evaluación de conocimientos no la encuentro la mejor. Corregirse entre alumnos no demuestra tu real conocimiento al tema. Quizás sería bueno buscar otra forma de evaluar para no basarse en los alumnos, que no son expertos en el tema."
"I spent a lot of time on my assignments and then when I came to score other peoples the scoring system was so simple and just asked questions like 'did they include this' rather than scoring it on the quality and accuracy of the work."
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 Brand Identity and Strategy with these
activities:
Seek Guidance from Industry Professionals
Show steps
Seek out individuals in the branding field who can provide insights and guidance.
Browse courses on
Mentorship
Show steps
-
Identify branding professionals who align with your career goals and aspirations.
-
Reach out to these individuals and introduce yourself, expressing your interest in learning from them.
-
Request mentorship opportunities or informational interviews to gain valuable insights and advice.
Review Brand Building Concepts
Show steps
Review and refresh core brand building concepts such as segmentation, targeting, and positioning.
Browse courses on
Brand Building
Show steps
-
Review notes on brand building concepts from previous studies or introductory materials.
-
Read relevant articles or book chapters to reinforce your understanding of brand development.
Conduct Market Segmentation Analysis
Show steps
Practice market segmentation by identifying target consumers and understanding their motivations and needs.
Show steps
-
Gather data from surveys, focus groups, or market research reports.
-
Analyze data to identify patterns and trends in consumer behavior.
-
Create consumer profiles that describe the characteristics of each segment.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Attend a Brand Strategy Workshop
Show steps
Participate in a workshop to learn best practices in brand strategy and execution.
Browse courses on
Brand Development
Show steps
-
Research and identify reputable brand strategy workshops.
-
Attend the workshop and actively participate in discussions and exercises.
-
Network with industry professionals and gain insights from experts.
Develop a Brand Positioning Statement
Show steps
Create a compelling brand positioning statement that clearly articulates the brand's value proposition.
Browse courses on
Positioning Statement
Show steps
-
Identify the brand's target audience and their needs.
-
Conduct a competitive analysis to understand the positioning of other brands.
-
Craft a positioning statement that differentiates the brand and conveys its unique value.
Create a Brand Style Guide
Show steps
Develop a comprehensive brand style guide that defines the brand's visual identity and messaging.
Browse courses on
Brand Style Guide
Show steps
-
Follow tutorials to learn about creating effective brand style guides.
-
Choose a consistent color palette, typography, and logo design.
-
Establish guidelines for brand messaging, tone of voice, and communication channels.
Mentor Students in Branding and Marketing
Show steps
Share your knowledge and experience in branding by mentoring students.
Browse courses on
Mentorship
Show steps
-
Reach out to local universities or organizations to offer your services as a mentor.
-
Connect with students who need guidance and support in branding and marketing.
-
Provide individualized advice and guidance, helping students develop their skills and knowledge.
Design a Brand Identity Case Study
Show steps
Create a detailed analysis of a successful brand identity, showcasing its strategy and impact.
Show steps
-
Select a brand that has implemented a notable brand identity.
-
Research the brand's history, target audience, and marketing efforts.
-
Analyze the brand's visual identity, messaging, and overall strategy.
-
Present your findings in a well-structured case study format, including visuals and data.
Seek Guidance from Industry Professionals
Show steps
Seek out individuals in the branding field who can provide insights and guidance.
Browse courses on
Mentorship
Show steps
Show steps
Show steps
- Identify branding professionals who align with your career goals and aspirations.
- Reach out to these individuals and introduce yourself, expressing your interest in learning from them.
- Request mentorship opportunities or informational interviews to gain valuable insights and advice.
Review Brand Building Concepts
Show steps
Review and refresh core brand building concepts such as segmentation, targeting, and positioning.
Browse courses on
Brand Building
Show steps
Show steps
Show steps
- Review notes on brand building concepts from previous studies or introductory materials.
- Read relevant articles or book chapters to reinforce your understanding of brand development.
Conduct Market Segmentation Analysis
Show steps
Practice market segmentation by identifying target consumers and understanding their motivations and needs.
Show steps
Show steps
Show steps
- Gather data from surveys, focus groups, or market research reports.
- Analyze data to identify patterns and trends in consumer behavior.
- Create consumer profiles that describe the characteristics of each segment.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Attend a Brand Strategy Workshop
Show steps
Participate in a workshop to learn best practices in brand strategy and execution.
Browse courses on
Brand Development
Show steps
Show steps
Show steps
- Research and identify reputable brand strategy workshops.
- Attend the workshop and actively participate in discussions and exercises.
- Network with industry professionals and gain insights from experts.
Develop a Brand Positioning Statement
Show steps
Create a compelling brand positioning statement that clearly articulates the brand's value proposition.
Browse courses on
Positioning Statement
Show steps
Show steps
Show steps
- Identify the brand's target audience and their needs.
- Conduct a competitive analysis to understand the positioning of other brands.
- Craft a positioning statement that differentiates the brand and conveys its unique value.
Create a Brand Style Guide
Show steps
Develop a comprehensive brand style guide that defines the brand's visual identity and messaging.
Browse courses on
Brand Style Guide
Show steps
Show steps
Show steps
- Follow tutorials to learn about creating effective brand style guides.
- Choose a consistent color palette, typography, and logo design.
- Establish guidelines for brand messaging, tone of voice, and communication channels.
Mentor Students in Branding and Marketing
Show steps
Share your knowledge and experience in branding by mentoring students.
Browse courses on
Mentorship
Show steps
Show steps
Show steps
- Reach out to local universities or organizations to offer your services as a mentor.
- Connect with students who need guidance and support in branding and marketing.
- Provide individualized advice and guidance, helping students develop their skills and knowledge.
Design a Brand Identity Case Study
Show steps
Create a detailed analysis of a successful brand identity, showcasing its strategy and impact.
Show steps
Show steps
Show steps
- Select a brand that has implemented a notable brand identity.
- Research the brand's history, target audience, and marketing efforts.
- Analyze the brand's visual identity, messaging, and overall strategy.
- Present your findings in a well-structured case study format, including visuals and data.
Career center
Learners who complete Brand Identity and Strategy will develop knowledge and skills
that may be useful to these careers:
Brand Consultant
Brand Consultant
A Brand Consultant helps businesses develop and implement brand strategies. This course may be useful for Brand Consultants as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Brand Consultants to understand.
Brand Strategist
Brand Strategist
A Brand Strategist is responsible for developing and implementing brand strategies. This course may be useful for Brand Strategists as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Brand Strategists to understand.
Market Research Analyst
Market Research Analyst
A Market Research Analyst is responsible for conducting market research to identify and understand customer needs. This course may be useful for Market Research Analysts as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Market Research Analysts to understand.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public image. This course may be useful for Public Relations Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Public Relations Managers to understand.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. This course may be useful for Social Media Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Social Media Managers to understand.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns. This course may be useful for Digital Marketing Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Digital Marketing Managers to understand.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and executing marketing campaigns that build brand awareness and drive sales. This course may be useful for Brand Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Brand Managers to understand.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for creating and distributing content that attracts and engages customers. This course may be useful for Content Marketing Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Content Marketing Managers to understand.
Creative Director
Creative Director
A Creative Director is responsible for leading a team of designers and artists to create visual content for marketing campaigns. This course may be useful for Creative Directors as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Creative Directors to understand.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for planning and executing advertising campaigns. This course may be useful for Advertising Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Advertising Managers to understand.
Brand Journalist
Brand Journalist
A Brand Journalist writes about brands and marketing for a variety of audiences. This course may be useful for Brand Journalists as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Brand Journalists to understand.
Brand Historian
Brand Historian
A Brand Historian studies the history and evolution of brands. This course may be useful for Brand Historians as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Brand Historians to understand.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for planning and executing marketing campaigns that achieve business objectives. This course may be useful for Marketing Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Marketing Managers to understand.
Brand Ethnographer
Brand Ethnographer
A Brand Ethnographer studies the cultural significance of brands. This course may be useful for Brand Ethnographers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Brand Ethnographers to understand.
Product Manager
Product Manager
A Product Manager is responsible for developing and launching new products. This course may be useful for Product Managers as it provides a foundation in brand identity and strategy. The course covers topics such as segmentation, positioning, and brand houses, which are all essential concepts for Product Managers to understand.
For more career information including salaries, visit:
OpenCourser.com/course/j6udcq/brand
Reading list
We've selected ten 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
Brand Identity and Strategy.
Save
Takes a practical approach to branding, providing readers with tools to develop and execute a successful branding strategy.
Save
Provides a framework for aligning brand strategy with design to create a cohesive brand experience.
Comprehensive guide to brand building, covering everything from brand strategy to brand measurement.
Save
Explores the psychological principles that underlie brand perception and behavior.
This textbook covers the core concepts and theories of brand management, and includes case studies to illustrate their application.
Provides 22 principles for building and managing strong brands.
Provides a vision for the future of branding, and argues that brands must become more human and authentic.
Save
Explores the role of the senses in brand perception and behavior.
Save
This comprehensive guide to brand building covers everything from brand strategy to brand measurement.
Provides a vision for the future of branding, and argues that brands must become more flexible and adaptive.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/j6udcq/brand
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Effort
4 weeks of study, 3 hours per week
Level
Intermediate
Via
Coursera
Institution
IE Business School
Instructor
MARÍA EIZAGUIRRE DIÉGUEZ
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
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Polski
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magyar nyelv
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tiếng Việt
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آذربایجان دیلی
This course belongs to a
collection
called
Branding: The Creative Journey. It's comprised of four courses:
- Branding and Customer Experience
- Storytelling in Branding and Content Marketing
- From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
- Brand Identity and Strategy (viewing)
Good to know
Develops core brand identity skills, which are the backbone of all successful brands
Explores the importance of perceptual maps in brand positioning, which is vital for differentiation and competitive advantage
Teaches how to craft brand marks and visual expressions that align with brand personality, which plays a crucial role in building brand recognition and loyalty
Led by Professor Maria Eizaguirre, an experienced Rhodes Scholar winner and IE Business School faculty member, which lends credibility and expertise to the course
Requires students to create their own brand houses, providing hands-on experience and a deeper understanding of brand development
Focuses on building a strong conceptual foundation in brand identity and strategy, catering to beginners or those looking to refresh their knowledge
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