About this Course
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Flexible deadlines

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Intermediate Level

Approx. 19 hours to complete

Suggested: 4 weeks of study, 3 hours per week...

English

Subtitles: English

Skills you will gain

AdvertisingLogoBrandBrand Identity

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 19 hours to complete

Suggested: 4 weeks of study, 3 hours per week...

English

Subtitles: English

Learners taking this Course are

  • Marketing Specialists
  • Marketers
  • Graphic Designers
  • Marketing Managers
  • Business Developers

Syllabus - What you will learn from this course

Week
1
3 hours to complete

Introduction to branding: Segmentation.

9 videos (Total 42 min), 5 readings, 2 quizzes
9 videos
What is a brand?6m
How are brands built?5m
The brands we love and hate.4m
What is segmentation?4m
Understanding your prejudices.5m
The iceberg model: Who they are.4m
The Iceberg model: What they do3m
Introduction to A1.24m
5 readings
The brand asset valuator.10m
(OPTIONAL READING) Keller: Strategic brand management.10m
The iceberg model.10m
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5m
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5m
Week
2
3 hours to complete

DEFINING THE VALUE

7 videos (Total 29 min), 2 readings, 2 quizzes
7 videos
What is a positioning statement?4m
Consumer based categories5m
How to compete in your category.4m
Establishing the point of difference.5m
The 10 commandments of strong brand positioning.4m
Introduction to A2.22m
2 readings
Every business is a growth business.15m
Perceptual mapping10m
Week
3
4 hours to complete

BUILDING A BRAND HOUSE

9 videos (Total 37 min), 4 readings, 2 quizzes
9 videos
What is a consumer insight?4m
What is a category insight?3m
What is a relevant brand difference?4m
Brand personality.5m
Brand image values.5m
Brand vision.3m
Examples of brand houses.3m
Introduction to A3.22m
4 readings
EXTERNAL VIDEO: Guinness surfer advert10m
Benefit ladder10m
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10m
An interview with Simon Sinek10m
Week
4
4 hours to complete

BRAND MARKS AND VISUAL EXPRESSIONS

8 videos (Total 30 min), 1 reading, 2 quizzes
8 videos
Brand touchpoints4m
What makes a good logo?2m
What makes a good logo: Font?3m
What makes a good logo: Colors?4m
The importance of a name.5m
Qualities of an effective name.3m
Types of names.3m
1 reading
OPTIONAL READING: Designing Brand Identity Alina Wheeler10m

Instructor

Avatar

MARÍA EIZAGUIRRE DIÉGUEZ

Marketing & Branding Professor
IE School of Human Sciences and Technology

About 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. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

About the Branding: The Creative Journey Specialization

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

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.