Introduction to Strategic Branding
A course by Marcelo Sapoznik , Graphic designer and advertiser

Learn the fundamentals to build a solid successful brand step by step
A brand is a set of promises that consumers believe in, and building one requires focus, passion, persistence, and fundamentally, commitment.
Marcelo Sapoznik has more than 30 years of experience designing and developing brands and, in this course, you will go through the process of building all types of brands, see their essential components, and the links with the consumer that will allow you to create a successful and truly unique brand.
What will you learn in this online course?
17 lessons & 8 downloads
- 97% positive reviews (105)
- 2,541 students
- 17 lessons (1h 36m)
- 8 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish
- Level: Beginner
- Unlimited access forever
What is this course's project?
By the end of this course, you will have covered the necessary concepts for building a brand. Create your own brand strategy model based on the one created by Marcelo.

Projects by course students
Who is this online course for?
This course is aimed at all those who need to understand what a brand is, what its function is, what type of brands exist, and who want to create a successful brand in a practical way.
Requirements and materials
No previous knowledge is required, but you will need to have access to information about the brand you will work with during the course to carry out the tasks at the end of each step.

Reviews

Marcelo Sapoznik
A course by Marcelo Sapoznik
Marcelo Sapoznik is a graphic designer and publicist who graduated from the Escuela Panamericana de Arte and professor at the University of Buenos Aires in the career of Graphic Design. He has been designing for over 30 years and his experience focuses on designing brand identities, both for commercial companies and non-profit institutions.
Some of the companies that have hired his services for strategic development and brand implementation are Supermercados Disco, Banco Bansud, Banco Credicoop, SPM Tim Galeno Life, and Telecom.
Content
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U1
Introduction
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Presentation
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Influences
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What will we do in the course?
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U2
Introduction and basic concepts of Branding
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Essential components of a brand
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Benefits of a strong brand
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Strategic management
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U3
The Current Brand and the Desired Brand
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Organize for success
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The current brand
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The market
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The clients
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Brand personality
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U4
Communicate the desired brand
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Positioning
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The product as a whole
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Corporate culture
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Contact points
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Trademark communications
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Follow-up and conclusions
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FP
Final project
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Introduction to Strategic Branding
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Amei o curso! Uma linguagem bem simplificada e totalmente possível de compreender. Me ajudou muito, e agora me sinto mais preparada para construir novas marcas ao longo da minha carreira.
Este curso es excelente como introducción al branding estratégico. En una hora y media no se puede profundizar en todos los procesos, pero el profesor consigue transmitir una estructura clara y completa. Es un buen punto de partida para quienes quieran entender cómo funciona el branding desde una visión estratégica.
Muy interesante y provechoso. Lo recomiendo mucho
El curso es una interesante introducción al mundo de la estrategia de marca.
Excelente e invaluable