Building Strong Digital Brands

Overview

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?

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

Reviews

3.7 rating, based on 3 Class Central reviews

Start your review of Building Strong Digital Brands

Frank Börnard

The 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…

The 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 very clearly described homeworks (peer assessment)
- a test at the end
The PDFs are clearly wether written, nor proofread by a native speaker. They are packed with insights, but to me it is not easy to follow the author (Prof. Herbst) and understand all of his points. It's really a lot of stuff, very good examples - but a bit too much. Sadly, there is no use of digital technology to explain or engage student, moreover there are no explaning videos (except in the additional material - some of them are clearly not focused on the topic).
Some issues with not beeing able to upload files (instead doing homework in plain text) and unclear descriptions of tasks lead me to give it only two points.
Anon

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.
Peter O'Brien @petebecreative

Taught by

Tags

Digital Marketing Analytics

Social Media: Build Engagement Across Top Platforms

Learn the Visual Arts From Professionals Who’ve Worked at Disney, Pixar, Blizzard and More

Never Stop Learning.