Brand Identity and Strategy

Brand Identity and Strategy is an IE University 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 the 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.