Brand Identity and Strategy

Brand Identity and Strategy

This course is part of Branding: The Creative Journey Specialization

Instructor: MARÍA EIZAGUIRRE DIÉGUEZ

93,076 already enrolled

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5 modules

Gain insight into a topic and learn the fundamentals.

894 reviews

Intermediate level

Recommended experience

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.

894 reviews

Intermediate level

Recommended experience

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

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Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

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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.

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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 where they will learn how to build successful brands step by step. Starting with brand fundamentals and consumer segmentation, they'll explore strategic positioning through perceptual maps and the iceberg model, then create a complete brand house with real-world applications. At the end of the course, they will master the art of choosing names, colors, and logos that drive brand 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

A3.2 Create a brand house of a brand you love.60 minutes
A3.1 Creating a brand ladder60 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

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

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Instructor

Instructor ratings

(312 ratings)

MARÍA EIZAGUIRRE DIÉGUEZ

IE Business School

1 Course93,076 learners

Offered by

IE Business School

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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 Nov 19, 2019

I love how this course is delivered - Dr. María Eizaguirre delivers this course in a simple, succinct and clear format. You are left with a wealth of knowledge on branding and strategy.

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!

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.