Branding: The Creative Journey

IE Business School

This Specialization from IE Business School provides a deep dive into branding, equipping learners with the tools to analyze, apply, and understand brand behavior and language. The course covers brand positioning, storytelling, image creation, and customer experience, emphasizing the strategic nature of brand creation and the importance of audience perception. Throughout the program, students will learn to develop compelling content, create a complete creative pitch, and examine branding activities in the context of customer experience.

  • Create a value proposition for a brand
  • Produce meaningful and engaging content
  • Develop a complete creative pitch
  • Examine Branding activities through the lens of Customer Experience

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Branding: The Creative Journey
Course Modules

This Specialization comprises four modules: Brand Identity and Strategy, Storytelling in Branding and Content Marketing, From Brand to Image, and Branding and Customer Experience.

Brand Identity and Strategy

Brand Identity and Strategy delves into the fundamentals of brand creation, covering brand positioning, segmentation, and perceptual maps. Led by renowned faculty, students will gain insights into developing real brand houses and understanding the instrumental role of name, colors, and logo in a brand's success.

Storytelling in Branding and Content Marketing

Storytelling in Branding and Content Marketing focuses on producing memorable content through effective storytelling, exploring branded content, quality journalism, and brand entertainment. Students will learn to create connections with their target audience and develop compelling calls to action.

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

From Brand to Image offers a methodology for creating high-impact campaigns, suitable for freelancers, designers, marketers, and small business owners. It provides a simple process for developing creative projects and emphasizes the importance of having fun while working on campaigns.

Branding and Customer Experience

Branding and Customer Experience explores the intersection of branding and customer experience, providing a framework for aligning activities and measuring impacts across multiple departments and customer touchpoints. It emphasizes the operational implications of branding projects and their impact on customer-facing activities.

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