Digital Strategy for Brand Marketing Course

Course Content

Digital Strategy for Brand Marketing

• Lesson 01 Course Introduction
  • Course Introduction
• Lesson 02 Brand Marketing in the Digital Era
  • 2.1 Brand Marketing in the Digital Era
  • 2.2 Branding and Marketing
  • 2.3 Marketing- Then and Now
  • 2.4 What Differentiates Marketing from Branding
  • 2.5 Case Study: Nike
  • 2.6 Roles and Responsibilities of the Modern Brand Manager
  • 2.7 Career Prospects for brand marketing
  • 2.8 Key Takeaways
  • Knowledge Check
• Lesson 03 Brand Strategy
  • 3.1 Brand Strategy
  • 3.2 Brand Values
  • 3.3 Brand Vision
  • 3.4 Brand Mission
  • 3.5 Brand Objectives
  • 3.6 Brand Promise
  • 3.7 Brand- As a Product or an Asset
  • 3.8 How Digital Is Revolutionizing Branding
  • 3.9 Transformation Imperatives
  • 3.10 Digital Transformation Roadmap
  • 3.11 How to Build a Brand from Scratch
  • 3.12 Research Your Target Audience
  • 3.13 Identify Your Core Values
  • 3.14 Choose Your Business Name
  • 3.15 Define Your Branding Attributes
  • 3.16 Write a Slogan That Aligns with Your Mission
  • 3.17 Design Your Logo
  • 3.18 Apply and Evolve Your Branding
  • 3.19 Branding KPIs
  • 3.20 Brands within a Brand
  • 3.21 Types of Multi-Brand Strategies
  • 3.22 Geographies
  • 3.23 Key Takeaways
  • Knowledge Check
• Lesson 04 The Digital Consumer and CBBE
  • 4.1 Digital Consumer and Customer-Based Brand Equity
  • 4.2 Customer-Based Brand Equity Model (CBBE)
  • 4.3 Step One: Brand Salience
  • 4.4 Step Two: Performance and Imagery
  • 4.5 Step Three: Judgement and Feelings
  • 4.6 Step Four - Resonance
  • 4.7 Consumer Journey vs. Brand Loyalty
  • 4.8 Nurturing Brand Value Proposition
  • 4.9 Merging and Morphing Channels
  • 4.10 Uncovering Audience Attributes through Data Signals
  • 4.11 Types of Data Signals
  • 4.12 Brand Signals
  • 4.13 Why Brands Fail
  • 4.14 Key Takeaways
  • Knowledge Check
• Lesson 05 Nurturing the Brand
  • 5.1 Nurturing the Brand
  • 5.2 Developing Brand Guidelines
  • 5.3 Step One: Find Inspiration
  • 5.4 Step Two Develop Essential Elements Brand Story
  • 5.5 Developing Logos
  • 5.6 Choosing the Right Color
  • 5.7 Right Typography
  • 5.8 Choosing the Right Imagery
  • 5.9 Adding Specific Sections
  • 5.10 Different Types of Campaigns: Acquisition
  • 5.11 Different Types of Campaigns: Monetization
  • 5.12 Different Types of Campaigns: Engagement
  • 5.13 Digital Marketing Trifecta
  • 5.14 Owned Media
  • 5.15 Paid Media
  • 5.16 Earned Media
  • 5.17 Demystifying Medium, Channel, and Platform
  • 5.18 Campaign Planning
  • 5.19 Barriers to Brand Development
  • 5.20 Key Takeaways
  • Knowledge Check
• Lesson 06 Channels
  • 6.1 Channels
  • 6.2 Social Media
  • 6.3 Facebook
  • 6.4 Facebook Pages
  • 6.5 Facebook Groups
  • 6.6 Facebook Messenger
  • 6.7 Facebook Live
  • 6.8 Facebook Ads
  • 6.9 Instagram
  • 6.10 Snapchat
  • 6.11 Twitter
  • 6.12 Pinterest
  • 6.13 Online Videos
  • 6.14 YouTube Channel and Advertising
  • 6.15 Digital Drivers: Search
  • 6.16 Display Ads
  • 6.17 Retargeting
  • 6.18 Influencer Marketing
  • 6.19 Who Is an Influencer?
  • 6.20 Personalization at Scale
  • 6.21 Key Takeaways
  • Knowledge Check
• Lesson 07 Brand Analytics and Insights
  • 7.1 Brand Analytics and Insights
  • 7.2 Why Is Measurement Essential ?
  • 7.3 Facebook Performance
  • 7.4 Video Benchmark
  • 7.5 Key Performance Indicators
  • 7.6 Metrics or Key Performance Indicators
  • 7.7 What are the Best Metrics to use as Key Performance Indicators
  • 7.8 Critical to Quality
  • 7.9 Communicating Insights: Paid Advertising and Social Media Dashboard
  • 7.10 Communicating Insights: Simple Website and E-commerce Dashboard
  • 7.11 Brand Lift
  • 7.12 In-Market Testing Example: Video Campaign
  • 7.13 Case Study: Vodafone Brand Lift on Youtube
  • 7.14 Key Takeaways
  • Knowledge Check
• Lesson 08 Managing Agency Relationships
  • 8.1 Managing Agency Relationships
  • 8.2 Brand Strategy vs Brand Execution
  • 8.3 Marketing Consultancies
  • 8.4 What to Ask Your Agency
  • 8.5 Key Takeaways
  • Knowledge Check
• Lesson 09 Brand Management
  • 9.1 Brand Management
  • 9.2 Tools to Manage Brands
  • 9.3 Brand Monitoring Solutions
  • 9.4 Case Study: Airlines
  • 9.5 Brand Crisis Management
  • 9.6 Case Study: United Airlines
  • 9.7 Key Takeaways
  • Knowledge Check
• Lesson 10 Brand Marketing Course Highlights
  • 10.01 Course Highlights

What do I need to do to unlock my certificate?

To obtain the Brand Marketing course certification you must:

• Complete 85% of OSL
• One assessment exam with 80% score

FAQs

• What is Brand Marketing?

  Brand marketing is a process of marketing products and services that accentuates a brand and brings out it's true value to customers. In simple words, it is the methodologies and tactics to make a strong brand. Brand marketing is directly related to a company's value. It is the investment-based digital strategy that makes brand marketing different than other marketing strategies.

• What does a Brand Marketer do?

  Brand marketers ensure that the products, services, and product lines that fall under their domain resonate with current and potential customers. They do this by continuously monitoring marketing trends and keeping a close eye on competitive products in the marketplace, launching marketing campaigns aligned to brand guidelines, ensuring that the products and services of a brand resonate with current and potential customers, overseeing promotional activities, analyzing pricing and sales and evaluating how the brand can appeal to a wider consumer base.

• What is strategic brand marketing?

  Strategic Brand Management is a process that involves planning, implementing, and controlling marketing programs and activities to build, measure, and manage brand equity. It determines whether products and services are successful in the marketplace by not only reaching out to customers but also maintaining relationships with them over a long period.

• How do I enrol in this online training?

  You can enrol in this training on our website and make an online payment using any of the following option

  • Visa Credit or Debit Card
  • MasterCard
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  • Diners Club
  • PayPal

  Once payment is received, you will automatically receive a payment receipt and access information via email.