Brand 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 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鈥檚 success. The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School鈥檚 faculty.
Introduction to positioning
Skills You'll Learn
Leadership and Management, Logo, Advertising, Strategy, Brand Identity, Brand, Brand Management
Reviews
4.7 (845 ratings)
- 5 stars78.69%
- 4 stars14.67%
- 3 stars4.14%
- 2 stars1.42%
- 1 star1.06%
JB
Dec 21, 2020
This was such a great experience! The course was challenging but taught me so much about things that I knew of but couldn't articulate. I'm for sure continuing on the to the next one.
AZ
Sep 27, 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 :)
From the lesson
DEFINING THE VALUE
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.
Taught By
MAR脥A EIZAGUIRRE DI脡GUEZ
Marketing & Branding Professor