Identity Theft is not a Joke
Throughout the course, students will learn about the importance of brand identity and how to create a unique brand that stands out in a crowded marketplace. They will also explore the different elements that make up a brand, such as brand values, personality, and voice.
The course covers various topics related to brand strategy, including market research, target audience identification, positioning, and messaging. Students will also learn about the role of visual identity in branding, such as logos, colors, and typography.
The course consists of 5 modules, with each module containing video lectures, quizzes, and exercises to reinforce learning. Students can also participate in discussion forums to connect with other learners and ask questions.
By the end of the course, students will have gained a deeper understanding of brand identity and strategy and how to develop effective branding campaigns. They will also have learned how to evaluate the effectiveness of branding initiatives and make data-driven decisions to improve brand performance. Overall, the course is ideal for anyone interested in a career in branding, marketing, or advertising.
The Brand Identity and Strategy course by María Eizaguirre Diéguez on Coursera is divided into 5 modules, with a total of 42 lectures as follows:
Module 1: Introduction to branding: Segmentation. (9 videos + 5 readings)
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.
9 videosTotal 41 minutes
- Welcome to the course.Preview module 2 minutes
- What is a brand? 6 minutes
- How are brands built? 5 minutes
- The brands we love and hate. 4 minutes
- What is segmentation? 4 minutes
- Understanding your prejudices. 5 minutes
- The iceberg model: Who they are. 4 minutes
- The Iceberg model: What they do 3 minutes
- Introduction to A1.2 4 minutes
5 readingsTotal 40 minutes
- The brand asset valuator. 10 minutes
- (OPTIONAL READING) Keller: Strategic brand management. 10 minutes
- The iceberg model. 10 minutes
- EXTERNAL VIDEO: The Titanic Movie - Iceberg Collision 5 minutes
- EXTERNAL VIDEO: Ellen Degenrous - The pink bic pen. 5 minutes
Module 2: DEFINING THE VALUE (7 videos + 2 readings)
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.
7 videosTotal 29 minutes
- Introduction to positioningPreview module 3 minutes
- What is a positioning statement? 4 minutes
- Consumer based categories 5 minutes
- How to compete in your category. 4 minutes
- Establishing the point of difference. 5 minutes
- The 10 commandments of strong brand positioning. 4 minutes
- Introduction to A2.2 2 minutes
2 readingsTotal 25 minutes
- Every business is a growth business. 15 minutes
- Perceptual mapping 10 minutes
Module 3: BUILDING A BRAND HOUSE (9 videos + 4 readings)
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.
9 videosTotal 37 minutes
- Introduction to brand housesPreview module 4 minutes
- What is a consumer insight? 4 minutes
- What is a category insight? 3 minutes
- What is a relevant brand difference? 4 minutes
- Brand personality. 5 minutes
- Brand image values. 5 minutes
- Brand vision. 3 minutes
- Examples of brand houses. 3 minutes
- Introduction to A3.2 2 minutes
4 readingsTotal 40 minutes
- EXTERNAL VIDEO: Guinness surfer advert 10 minutes
- Benefit ladder 10 minutes
- EXTERNAL VIDEO: Simon Sinek - Start with 'Why?' 10 minutes
- An interview with Simon Sinek 10 minutes
Module 4: BRAND MARKS AND VISUAL EXPRESSIONS (8 videos + 1 reading)
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.
8 videosTotal 30 minutes
- What is brand identity?Preview module 3 minutes
- Brand touchpoints 4 minutes
- What makes a good logo? 2 minutes
- What makes a good logo: Font? 3 minutes
- What makes a good logo: Colors? 4 minutes
- The importance of a name. 5 minutes
- Qualities of an effective name. 3 minutes
- Types of names. 3 minutes
1 readingTotal 10 minutes
- OPTIONAL READING: Designing Brand Identity Alina Wheeler 10 minutes
Module 5: THE CAPSTONE PROJECT (9 videos + 5 readings)
4 videosTotal 13 minutes
- Introduction to Branding: The Creative Journey SpecializationPreview module 4 minutes
- Introduction to The Project 3 minutes
- Instructions for the Capstone Project 4 minutes
- Brand Identity and Strategy Conclusion 1 minute
4 readingsTotal 55 minutes
- Instructions 10 minutes
- Brand-Centric Transformation - Balancing Art and Data 5 minutes
- A Collection of Identity Style Guides from around the World 20 minutes
- Optional Reading: Strategic Brand Management: Building, Measuring, and Managing Brand Equity - KELLER, K.L (2015) 20 minutes
As a student who has taken the Brand Identity and Strategy course by María Eizaguirre Diéguez on Coursera, I can say that it was a highly informative and engaging course.
The course was divided into 5 modules, each covering a different aspect of brand identity and strategy. The sections were well-organized and flowed logically, building upon one another to provide a comprehensive understanding of the subject matter.
The video lectures were well-produced and delivered in a clear and concise manner. María Eizaguirre Diéguez was an engaging instructor who clearly had a deep understanding of branding and brand strategy. She provided numerous real-life examples and case studies, which helped to illustrate the concepts and make them more relatable.
The course also included a variety of reading materials, quizzes, and assignments, which helped to reinforce the concepts learned in the video lectures. The assignments were practical and relevant, requiring students to apply the concepts learned to real-world scenarios.
The course also had a discussion forum where students could interact with each other and the instructor. This was a valuable resource for getting feedback and clarifying any doubts that arose while taking the course.
Overall, I found the Brand Identity and Strategy course to be a highly informative and engaging learning experience. The content was well-organized and presented in a clear and concise manner, and the assignments and quizzes helped to reinforce the concepts learned. María Eizaguirre Diéguez was an engaging and knowledgeable instructor who clearly had a deep understanding of the subject matter. I would highly recommend this course to anyone interested in learning more about branding and brand strategy.
At the time, the course has an average rating of 4.7 out of 5 stars based on over 681 ratings.
What you'll learn:
After completing the Brand Identity and Strategy course by María Eizaguirre Diéguez on Coursera, learners will have gained a solid understanding of the fundamentals of branding and how to develop a successful brand strategy.
Specifically, learners will be able to:
Understand the basics and importance of branding: Learners will have a clear understanding of what a brand is, its role in the marketplace, and why it is important for businesses to have a strong brand identity.
Develop brand personality, values, and messaging: Learners will learn how to develop a brand personality that resonates with their target audience, identify their brand's core values, and develop messaging that effectively communicates their brand's identity and values.
Choose a brand strategy and create a brand architecture: Learners will learn about the different types of brand strategies, such as product-based, corporate-based, and hybrid strategies, and how to choose the best one for their business. They will also learn how to create a brand architecture that aligns with their chosen strategy.
Measure brand performance and manage a brand effectively: Learners will learn techniques for measuring brand performance, such as brand awareness, brand equity, and brand loyalty. They will also learn how to effectively manage a brand, including creating and executing a brand plan, monitoring brand performance, and making adjustments as needed.
Understand real-world case studies and examples of successful brand management: Throughout the course, learners will explore real-world case studies of successful brand management from a variety of industries, including tech, retail, and consumer goods.
Overall, the Brand Identity and Strategy course equips learners with the knowledge and skills necessary to develop and manage a successful brand strategy, which can be applied to a wide range of industries and businesses.
María Eizaguirre Diéguez is an experienced brand strategist and marketing consultant based in Madrid, Spain.
María holds a degree in Business Administration from Universidad Complutense de Madrid and a Master's degree in Marketing from ESIC Business & Marketing School. She has over 15 years of experience in brand strategy and has worked with numerous global brands across various industries.
María's expertise lies in helping businesses define their brand strategy, develop brand identity, and communicate their brand messaging effectively. She has a deep understanding of the importance of branding in today's competitive market and is passionate about helping businesses build strong, recognizable brands that resonate with their target audience.
Throughout the Brand Identity and Strategy course, María draws upon her extensive experience in brand strategy to provide learners with practical insights and real-world examples of successful brand management.
Overall, María Eizaguirre Diéguez is a highly skilled and experienced brand strategist with a wealth of knowledge to share. Her expertise in brand strategy and marketing make her an excellent instructor for the Brand Identity and Strategy course on Coursera.
Here are the requirements for the Brand Identity and Strategy course by María Eizaguirre Diéguez on Coursera:
Basic knowledge of marketing: Learners should have a basic understanding of marketing concepts, such as segmentation, targeting, and positioning. This knowledge can be obtained through previous coursework or work experience in marketing.
Access to a computer and internet connection: To complete the course, learners need access to a computer with an internet connection. Learners will use the Coursera platform to access the course content, including lectures, quizzes, and assignments.
Commitment to learning: The course requires a commitment to learning and completing the assignments and quizzes in a timely manner. Learners should be prepared to spend several hours per week on the course material, including reading, watching lectures, and completing assignments.
English language proficiency: The course is taught in English, so learners should have a good command of the language to fully understand the course material. This includes the ability to read and write in English, as well as to understand spoken English in the course videos.
Willingness to engage with others: The course includes opportunities for learners to engage with other students and share their insights and ideas. This includes participating in discussion forums, peer reviewing assignments, and providing feedback to other learners.
Overall, the Brand Identity and Strategy course is designed for learners who are interested in developing a solid understanding of branding and brand strategy. The course does not require any prior experience in branding, but learners should have a basic understanding of marketing concepts. The course is suitable for professionals in marketing, advertising, and branding, as well as entrepreneurs and small business owners who want to build a strong brand for their business.