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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/brand-identity-strategy
课程评论：没有评论
课程名称：品牌识别与策略 概述：品牌识别与策略是IE商学院的一门课程，适合那些希望以创造性的方法赋能品牌的专业人士。学生将经历一个旅程，首先了解品牌的定义及成功品牌的构建，同时恰当地进行消费者细分。课程深入探讨品牌定位及其对成功品牌的重要性，使用感知图和著名的冰山模型，最终发展出实际的品牌构架，应用于工作世界中，并学习如何选定正确的品牌名称、颜色和标识，这些都是品牌成功的关键因素。 该课程由获得罗德奖学金的教授Maria Eizaguirre授课，她是IE商学院的成员。 课程大纲： 1. **品牌导论：细分** - 描述：在此模块中，学生将被欢迎参加课程，并介绍品牌的构成及其构建过程。他们将探讨影响品牌喜好与厌恶的因素，并了解这如何影响对品牌的认知。最后，他们将学习细分和冰山模型，如何精准锁定目标消费者。 2. **定义价值** - 描述：在第二模块中，学生将学习品牌定位的概念，以及如何利用定位陈述吸引消费者。他们将了解良好与不良定位陈述的差异，并构建强大的感知图。 3. **构建品牌架构** - 描述：在第三模块中，学生将获得品牌架构的基础知识，并查看一些公众品牌架构的有趣示例。他们将开始探索品牌个性与形象，并最终开始创建自己喜爱的品牌架构。 4. **品牌标识与视觉表达** - 描述：在第四周中，课程将详细关注品牌的视觉方面：标识、名称和颜色。通过理解不同字体、颜色或标识之间的细微差别，学生将看到品牌形象是如何通过一些知名的例子进行构建的。 5. **毕业项目** - 描述：该模块将引导学生将课程所学应用于实践，进行最终项目。 通过本课程，学生将掌握品牌识别与策略的核心知识，具备打造成功品牌的能力。
Name:Introduction to branding: Segmentation.
Description: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.
Name:DEFINING THE VALUE
Description: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.
Name:BUILDING A BRAND HOUSE
Description: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.
Name:BRAND MARKS AND VISUAL EXPRESSIONS
Description: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.
Name:THE CAPSTONE PROJECT
Description:
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’s success. The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.
