Introduction to Strategic Branding

A course by Marcelo Sapoznik
Graphic designer and advertiser. Vicente López, Argentina.
Joined November 2019
, Graphic designer and advertiser

Learn the fundamentals to build a solid successful brand step by step

  • Spanish with subtitles in English
  • 96% Positive reviews (54)
  • 1137 students
Introduction to Strategic Branding

Learn the fundamentals to build a solid successful brand step by step

Spanish with subtitles in English
  • 96% Positive reviews (54)
  • 1137 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 17 Lessons (1h 36m)
  • Available from the app
  • Spanish, English, Portuguese, German, French, Italian
  • Unlimited access forever

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.

About this course

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Introduction and basic concepts of Branding
  • U3
    U3. The Current Brand and the Desired Brand
  • U4
    U4. Communicate the desired brand
  • FP
    FP Final Project
View details

Start by getting to know Marcelo and taking a brief look at his extensive career, as well as seeing some of his influences in the world of branding.

Then, get into the subject by learning some basic branding concepts and principles of strategic brand management.

Choose the brand you will work with during the course and study it in-depth, defining its mission, vision, values, objectives, and more. Outline the basics of the current brand and then start developing the desired brand.

Once you have visualized the desired brand, start thinking about how to communicate it. Create its positioning and build the brand experience both in its products and in the experience it offers, its company culture, and the contact with the customer.

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 it 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.

What you need

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.


1137 Students
54 Reviews
96% Positive ratings

Marcelo Sapoznik

A course by Marcelo Sapoznik

Graphic designer and advertiser

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.


  • U1


    • Presentation
    • Influences
    • What will we do in the course?
  • U2

    Introduction and basic concepts of Branding

    • Essential components of a brand
    • Benefits of a strong brand
    • Strategic management
  • U3

    The Current Brand and the Desired Brand

    • Organize for success
    • The current brand
    • The market
    • The clients
    • Brand personality
  • U4

    Communicate the desired brand

    • Positioning
    • The product as a whole
    • Corporate culture
    • Contact points
    • Trademark communications
    • Follow-up and conclusions
  • FP

    Final Project

    • Introduction to Strategic Branding

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Introduction to Strategic Branding. A Design, Marketing, and Business course by Marcelo Sapoznik

Introduction to Strategic Branding

A course by Marcelo Sapoznik
Graphic designer and advertiser. Vicente López, Argentina.
Joined November 2019
  • 96% Positive reviews (54)
  • 1137 students