About this Course
9,699

100% online

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Flexible deadlines

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Intermediate Level

Approx. 15 hours to complete

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

English

Subtitles: English

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 15 hours to complete

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

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
3 hours to complete

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....
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

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....
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

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....
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

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. ...
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....

Frequently Asked Questions

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