Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Brand Identity and Strategy
Brand Identity and Strategy
This course is part of Branding: The Creative Journey Specialization
Instructor: MARÍA EIZAGUIRRE DIÉGUEZ
75,755 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.7
(822 reviews)
Intermediate level
Some related experience required
Flexible schedule
Approx. 14 hours
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
1 assignment
Taught in English
See how employees at top companies are mastering in-demand skills
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
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 5 modules in this course
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 peer reviews1 discussion prompt
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 readings2 peer reviews2 discussion prompts
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
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
What's included
4 videos4 readings1 assignment1 peer review
Instructor
Instructor ratings
4.7 (295 ratings)Offered by
Recommended if you're interested in Marketing
Coursera Project Network
University of Illinois Urbana-Champaign
IESE Business School
Build toward a degree
When you complete this course, you may be able to have your learning recognized for credit if you are admitted and enroll in one of the following online degree programs.¹
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
4.7
822 reviews
- 5 stars
78.66%
- 4 stars
14.78%
- 3 stars
4.12%
- 2 stars
1.45%
- 1 star
0.96%
Showing 3 of 822
VA
5
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!
KB
5
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.
AZ
5
Reviewed on Sep 26, 2020
I am very helped by the learing method of this class, it's such a new sight for me to learn things. I am happy to learing this Brand Identity and Strategy class from ie University :)
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. 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.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.