Go to Course: https://www.coursera.org/learn/brand-identity-strategy
### Course Review: Brand Identity and Strategy **Course Name:** Brand Identity and Strategy **Provider:** IE Business School via Coursera --- #### Overview In today's saturated marketplace, a strong brand identity and strategic positioning can set businesses apart and help them connect with consumers on a deeper level. The "Brand Identity and Strategy" course offered by IE Business School on Coursera aims to equip professionals with a creative approach to building and empowering their brands. Over the span of several modules, students will delve into the essence of branding, learning how to construct compelling brand narratives and precise consumer segmentation to drive brand success. #### What You Will Learn This course is structured as an engaging journey through the world of brand identity, broken down into several key modules: 1. **Introduction to Branding: Segmentation** The first module sets the foundational knowledge for branding. Students will explore the definitions and characteristics of a brand, understand consumer perceptions through the lens of love/hate relationships with brands, and engage with the critical aspects of market segmentation using tools such as the iceberg model. 2. **Defining the Value** Here, the focus shifts to positioning — a vital concept for attracting the right audience. Students will learn how to craft effective positioning statements, distinguish between strong and weak statements, and create perceptual maps to visualize their brand’s place in the market. 3. **Building a Brand House** This module introduces the concept of a brand house, encouraging students to analyze existing brand houses and begin crafting their own. They will explore essential elements like brand personality and image, which are crucial in creating a coherent identity that resonates with target consumers. 4. **Brand Marks and Visual Expressions** The fourth module dives into the visual aspects of branding—logos, names, and colors. Students will study the significance of design choices, including typography and color theory, to understand how to craft an impactful brand identity. Analyzing well-known examples, learners will gain insights on best practices in visual branding. 5. **The Capstone Project** The culmination of the course involves a capstone project where students will apply the knowledge acquired throughout the modules. This project will provide a hands-on opportunity to create a comprehensive brand strategy that showcases their understanding and creativity. #### User Experience The course is well-structured, presenting content in digestible segments suitable for busy professionals. Each module consists of engaging video lectures, informative readings, and quizzes that reinforce learning. Additionally, peer interactions through forums encourage collaboration and expand perspectives on branding strategies. #### Who Should Enroll This course is ideal for marketing professionals, brand managers, entrepreneurs, and anyone eager to deepen their understanding of brand strategy. Whether you're looking to refine an existing brand or launch a new one, the insights gained from this course will be invaluable. #### Recommendations If you are ready to elevate your branding skills and harness the power of effective brand strategies, I highly recommend the "Brand Identity and Strategy" course. With its comprehensive syllabus, interactive format, and the expert backing of IE Business School, you'll gain practical knowledge and tools that you can apply directly to your professional endeavors. In a world where brand perception drives consumer behavior, taking the time to understand and develop your brand identity is a worthwhile investment. Enroll today to embark on a transformative journey in branding!
Introduction to branding: Segmentation.
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.
DEFINING THE VALUEIn 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.
BUILDING A BRAND HOUSEIn 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.
BRAND MARKS AND VISUAL EXPRESSIONSIn 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.
THE CAPSTONE PROJECTBrand 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
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!
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 :)
The information was useful. I can't say that the assignments were beneficial because they were all graded by peers who may not have understood the assignments themselves.
Thank you Maria for wonderful small short videos with examples, quiz and project. It help me to undersatnd the overall branding paper.
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.