About this Course

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Flexible deadlines
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Intermediate Level
Approx. 14 hours to complete
English

Skills you will gain

AdvertisingLogoBrandBrand Identity
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level
Approx. 14 hours to complete
English

Offered by

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IE Business School

Syllabus - What you will learn from this course

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Week
1

Week 1

3 hours to complete

Introduction to branding: Segmentation.

3 hours to complete
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

Week 2

3 hours to complete

DEFINING THE VALUE

3 hours to complete
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

Week 3

3 hours to complete

BUILDING A BRAND HOUSE

3 hours to complete
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

Week 4

3 hours to complete

BRAND MARKS AND VISUAL EXPRESSIONS

3 hours to complete
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

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About the Branding: The Creative Journey Specialization

Branding: The Creative Journey

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