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
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Brand Identity and Strategy
This course is part of Branding: The Creative Journey Specialization
Instructor: MARÍA EIZAGUIRRE DIÉGUEZ
74,828 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.7
(817 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
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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.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
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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 (293 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
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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.