Brand Identity and Strategy

Brand Identity and Strategy

This course is part of Branding: The Creative Journey Specialization

Instructor: MARÍA EIZAGUIRRE DIÉGUEZ

Access provided by ExxonMobil

91,648 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

883 reviews

Intermediate level

Some related experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

93%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

883 reviews

Intermediate level

Some related experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

93%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

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Taught in English

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logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

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This course is part of the Branding: The Creative Journey Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 5 modules in this course

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.

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.

What's included

9 videos5 readings2 assignments1 peer review

9 videos Total 42 minutes

Welcome to the course 3 minutes
What is a brand? 7 minutes
How are brands built? 5 minutes
The brands we love and hate. 5 minutes
What is segmentation? 5 minutes
Understanding your prejudices. 6 minutes
The iceberg model: Who they are. 4 minutes
The Iceberg model: What they do 3 minutes
Introduction to A1.2 4 minutes

5 readings Total 40 minutes

The Brand Asset Valuator 10 minutes
(OPTIONAL READING) Keller: Strategic brand management. 10 minutes
The Iceberg Model 10 minutes
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision 5 minutes
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen. 5 minutes

2 assignments Total 25 minutes

Practice Activity: Brand Perceptions 10 minutes
A1.1: Choosing a brand you love 15 minutes

1 peer review Total 60 minutes

A1.2: Segmentation on your most loved brand. 60 minutes

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.

What's included

7 videos2 readings1 assignment1 peer review2 discussion prompts

7 videos Total 29 minutes

Introduction to positioning 4 minutes
What is a positioning statement? 4 minutes
Consumer based categories 5 minutes
How to compete in your category. 4 minutes
Establishing the point of difference. 5 minutes
The 10 commandments of strong brand positioning. 4 minutes
Introduction to A2.2 2 minutes

2 readings Total 25 minutes

Every business is a growth business. 15 minutes
Perceptual mapping 10 minutes

1 assignment Total 30 minutes

A2.1: Advert note-taking activity 30 minutes

1 peer review Total 60 minutes

A2.2: Positioning on your most loved brand. 60 minutes

2 discussion prompts Total 20 minutes

What do you think about this positioning statement? 10 minutes
Judging good and bad positioning statements. 10 minutes

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.

What's included

9 videos4 readings2 peer reviews

9 videos Total 37 minutes

Introduction to brand houses 4 minutes
What is a consumer insight? 5 minutes
What is a category insight? 3 minutes
What is a relevant brand difference? 4 minutes
Brand personality. 5 minutes
Brand image values. 6 minutes
Brand vision. 4 minutes
Examples of brand houses. 4 minutes
Introduction to A3.2 3 minutes

4 readings Total 40 minutes

EXTERNAL VIDEO: Guinness surfer advert 10 minutes
Benefit ladder 10 minutes
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?' 10 minutes
An interview with Simon Sinek 10 minutes

2 peer reviews Total 120 minutes

A3.2 Create a brand house of a brand you love. 60 minutes
A3.1 Creating a brand ladder 60 minutes

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.

What's included

8 videos1 reading2 peer reviews1 discussion prompt

8 videos Total 30 minutes

What is brand identity? 3 minutes
Brand touchpoints 5 minutes
What makes a good logo? 2 minutes
What makes a good logo: Font? 3 minutes
What makes a good logo: Colors? 4 minutes
The importance of a name. 5 minutes
Qualities of an effective name. 4 minutes
Types of names. 3 minutes

1 reading Total 10 minutes

OPTIONAL READING: Designing Brand Identity Alina Wheeler 10 minutes

2 peer reviews Total 120 minutes

A4.2 Identity cues on your most loved brand 60 minutes
A4.1 Origin of logos 60 minutes

1 discussion prompt Total 10 minutes

What do you think of these logos? 10 minutes

What's included

4 videos4 readings1 assignment1 peer review

4 videos Total 14 minutes

Introduction to Branding: The Creative Journey Specialization 5 minutes
Introduction to The Project 3 minutes
Instructions for the Capstone Project 5 minutes
Brand Identity and Strategy Conclusion 1 minute

4 readings Total 55 minutes

Instructions 10 minutes
Brand-Centric Transformation - Balancing Art and Data 5 minutes
A Collection of Identity Style Guides from around the World 20 minutes
Optional Reading: Strategic Brand Management: Building, Measuring, and Managing Brand Equity - KELLER, K.L (2015) 20 minutes

1 assignment Total 10 minutes

1. Brand Identity and Strategy 10 minutes

1 peer review Total 60 minutes

Brand Identity and Strategy 60 minutes

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Instructor

Instructor ratings

(310 ratings)

MARÍA EIZAGUIRRE DIÉGUEZ

IE Business School

1 Course 91,648 learners

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IE Business School

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Reviewed on Aug 1, 2021

It was quite a wonderful course. As I was also doing a practical on the job assignment, it was very much useful. Kudos to the professors & Coursera!

Reviewed on Feb 12, 2020

I feel I learnt much important information. The teacher is excellent and I feel more confident in my interviews when they ask me about positioning and segmentation.

Reviewed on May 24, 2023

Thank you Maria for wonderful small short videos with examples, quiz and project. It help me to undersatnd the overall branding paper.

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