Digital Branding

Recommended Prerequisites

Not applicable.

Teaching Methods

An interactive presentation style is used to explore core ideas and concepts as well as engaging with students to get them to consider examples of the points raised. Appropriate advertisements are downloaded via the internet to show the application of frameworks.

Learning Outcomes

Successful brand management does not just depend on organizations concentrating on customers. Rather, it depends on a more balanced perspective, where customers and staff are regarded as key stakeholders and a more strategic approach is adopted.

There is a greater likelihood of success if an integrated approach is adopted so at every point of contact with the customers’ a coherent enactment of the brand promise results. Additionally, the advent of the digital economy has created new challenges to branding. It is vital to consider all the elements necessary to create a brand and implement it in the market. The objective of the discipline is to provide the fundamentals of developing a brand prepared to face the challenges of digital marketing in all its components.

Work Placement(s)

No

Syllabus

Branding and Digital Branding

Brand values

Elaboration of the Mission and Vision

The importance of Target Audience, Differentiation and Positioning

Brand Persona Development

How to Set the Right Voice and Tone for the Brand

The development of Brand elements in a digital context: Logo, Iconography, Color Palette, Typography and Design Elements

Brand Book Creation

Brand strategy.

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Assessment
Periodic or by final exam as given in the course information : 100.0%

Bibliography

de Chernatony, Leslie (2010) From Brand Vision to Brand Evaluation. Oxford: Butterworth-Heinemann.

de Chernatony, Leslie; McDonald, Malcolm; Wallace, Elaine (2011) Creating Powerful Brands. Oxford: Butterworth-Heinemann.

Daniel Rowles (2020). Digital Branding: A Complete Step-By-Step Guide To Strategy, Tactics, Tools And Measurement. editor: KOGAN PAGE LTD