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Brand Identity and Strategy

Intermediate English University CertificateFREE
SkillsBrand strategyBrand identityPositioningBrand managementMarketing strategy

Is this course right for you?

Our take
Branding as substance, not decoration — IE Business School on everything that lives beyond the logo.

Good for: Thinking strategically about brand identity, positioning and strategy.

Skip if: You want logo/visual-design skills or a beginner marketing intro.

It works through how a brand's identity, positioning and strategy get defined and then reinforced over time, at an intermediate level that assumes you're here to think rather than to design. That's the dividing line: it suits marketers and managers who want to reason strategically about brands, and it's the wrong course if you wanted logo or visual-design skills, or a first introduction to marketing.

Audit it free on Coursera; a certificate needs a subscription (about $49/month) or Coursera Plus, with financial aid available, and it stands as evidence of study rather than a formal brand-strategy credential. Positioning fundamentals stay relevant across trends (as of 2026).

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About this course

Brand Identity and Strategy goes beyond logos to the substance of branding: how a brand's identity, positioning, and strategy are defined and reinforced over time. From IE Business School, it's aimed at people ready to take a more creative, strategic approach to building brand value.

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Instructor

IB
IE Business School
Coursera instructor

Offered by IE Business School, repeatedly ranked among the world's best for marketing. The course reflects IE's strategic, brand-centric approach rather than surface design.

Frequently asked questions

No — it is about brand strategy, not visual or graphic design. From IE Business School, it covers how to build and manage a brand's identity strategically — positioning, brand meaning, consistency, and how a brand connects with customers — rather than designing logos or visuals. If you want to design brand assets, that is a graphic-design course; this is the strategic thinking behind what those assets should express.

Yes. It assumes no specialist branding background and builds the concepts of brand identity and strategy from foundations, so beginners and those new to marketing or branding can follow it. From a respected business school, it offers genuine substance while remaining accessible, suiting people wanting to understand how strong brands are built and managed rather than requiring prior expertise.

Marketers, business owners, entrepreneurs, and anyone responsible for or interested in how a brand is positioned and managed. It assumes no deep branding background, so it works as an accessible strategic grounding, often as part of an IE marketing specialization. It suits people shaping a brand's direction rather than those seeking hands-on design or execution skills.

Yes, you can audit it on Coursera and watch the lectures at no cost. The graded elements and the certificate require a subscription, with financial aid available if you apply. Since much of the value is the brand-strategy concepts, auditing gives you the substance if you want the ideas rather than the credential.

It typically runs a few weeks at a modest weekly pace as a focused course. It is strategy- and concept-driven rather than a hands-on build, so the time goes into absorbing the brand-identity and strategy frameworks and how to apply them, with any wider IE marketing specialization a longer commitment if you continue.
Free
to audit
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