Digital Branding is still an underrepresented and unexplored field in research and practice. The multiplicity of cultural differences within international brand management is vast.
Following a primer on brand management and the particulars of digital media and technologies, participants experience how to present a brand using digital brand storytelling. In the latter portion of the course, you will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.
The course addresses the following questions:
• How can I use the unique attributes of digital media and digital technologies for my own digital brand management work?
• How do I stage – like a theater production – my brand effectively in digital media?
• How can I tell exciting, successful stories?
• How can I place my digital brand management (concept) in the minds of my consumers and other important stakeholder groups?
Overview
Syllabus
Chapter 1:
In the first chapter, we will define the most important terms of branding. You will be formulating your own Brand Reward Promise and you'll be dealing with the Limbic Map, which will guide you toward the possibilities for positioning your brand/product in an emotionally and rewarding manner.
Chapter 2:
We will learn about the unique attributes of digital media and digital technologies.
Chapter 3:
We will experience how to present a brand using digital brand storytelling.
Chapter 4:
We will deal with Emotional Brand Codes and learn advanced methods and techniques used to generate strong, ownable emotions around a brand.
Taught by
Dieter Georg Herbst
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Reviews
3.7 rating, based on 3 Class Central reviews
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Frank BörnardThe topic is very intersting and very important to many businesses. In contrast to that, the MOOC is poorly made. It consists of - short introductional videos and wrap-ups - PDFs to read - simple quizzes (1 - 3 quetsions) about the PDFs - some not… -
Excellent Course - just what I was looking for. Great informative videos, transcripts and quizzes with homework to keep you in check. The course made a difficult subject easy and enjoyable to learn.
