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 SGCSRC

92,487 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

888 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.

888 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

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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

Build your subject-matter expertise

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.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

Brand Identity and Strategy is an IE University 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 the 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 videosTotal 42 minutes

Welcome to the course3 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 do3 minutes
Introduction to A1.24 minutes

5 readingsTotal 40 minutes

The Brand Asset Valuator10 minutes
(OPTIONAL READING) Keller: Strategic brand management.10 minutes
The Iceberg Model10 minutes
EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision5 minutes
EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen.5 minutes

2 assignmentsTotal 25 minutes

Practice Activity: Brand Perceptions10 minutes
A1.1: Choosing a brand you love15 minutes

1 peer reviewTotal 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 videosTotal 29 minutes

Introduction to positioning4 minutes
What is a positioning statement?4 minutes
Consumer based categories5 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 A2.22 minutes

2 readingsTotal 25 minutes

Every business is a growth business.15 minutes
Perceptual mapping10 minutes

1 assignmentTotal 30 minutes

A2.1: Advert note-taking activity30 minutes

1 peer reviewTotal 60 minutes

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

2 discussion promptsTotal 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 videosTotal 37 minutes

Introduction to brand houses4 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 A3.23 minutes

4 readingsTotal 40 minutes

EXTERNAL VIDEO: Guinness surfer advert10 minutes
Benefit ladder10 minutes
EXTERNAL VIDEO: Simon Sinek - Start with 'Why?'10 minutes
An interview with Simon Sinek10 minutes

2 peer reviewsTotal 120 minutes

A3.1 Creating a brand ladder60 minutes
A3.2 Create a brand house of a brand you love.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 videosTotal 30 minutes

What is brand identity?3 minutes
Brand touchpoints5 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 readingTotal 10 minutes

OPTIONAL READING: Designing Brand Identity Alina Wheeler10 minutes

2 peer reviewsTotal 120 minutes

A4.1 Origin of logos60 minutes
A4.2 Identity cues on your most loved brand60 minutes

1 discussion promptTotal 10 minutes

What do you think of these logos?10 minutes

What's included

4 videos4 readings1 assignment1 peer review

4 videosTotal 14 minutes

Introduction to Branding: The Creative Journey Specialization5 minutes
Introduction to The Project3 minutes
Instructions for the Capstone Project5 minutes
Brand Identity and Strategy Conclusion1 minute

4 readingsTotal 55 minutes

Instructions10 minutes
Brand-Centric Transformation - Balancing Art and Data5 minutes
A Collection of Identity Style Guides from around the World20 minutes
Optional Reading: Strategic Brand Management: Building, Measuring, and Managing Brand Equity - KELLER, K.L (2015)20 minutes

1 assignmentTotal 10 minutes

1. Brand Identity and Strategy10 minutes

1 peer reviewTotal 60 minutes

Brand Identity and Strategy60 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(312 ratings)

MARÍA EIZAGUIRRE DIÉGUEZ

IE Business School

1 Course92,487 learners

Offered by

IE Business School

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

5 stars
78.31%
4 stars
14.94%
3 stars
3.93%
2 stars
1.57%
1 star
1.23%

Showing 3 of 888

Reviewed on Aug 8, 2020

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!

Reviewed on Dec 6, 2020

You will love this course as a means to expand your knowledge on branding. Easy to follow. Workload is not overwhelming and course information is enjoyable to learn.

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.

View more reviews