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?
