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Full Description
Looking to strengthen your brand strategy and boost your digital presence with proven frameworks?
Digital Branding is a practical, detailed guide designed for mid-career marketers and brand strategists eager to develop credible, impactful brands. Author Daniel Rowles, a respected CIM fellow and industry influencer, provides step-by-step strategies to build and optimize your brand identity across key digital channels.
You'll learn how to:
- Develop a clear brand planning framework to guide your strategy
- Apply principles of identity development tailored to today's digital landscape
- Implement effective channel selection based on data and market insights
- Optimize your use of Google Analytics, SEO and social media algorithms
- Explore the impact of Generative AI on modern branding techniques
With real-world examples including PWC, BBC and Specsavers, this fully updated fourth edition equips you with actionable tools to elevate your brand and advance your career in an ever-changing digital world.
Themes include: Brand strategy, digital branding, identity development, Google Analytics, SEO, generative AI, marketing frameworks, career growth
Contents
Chapter - 00: Introduction;
Section - SECTION ONE: Digital branding in perspective;
Chapter - 01: What digital branding really means;
Chapter - 02: Focusing on value;
Chapter - 03: Considering the user journey;
Chapter - 04: Objectives and authenticity;
Section - SECTION TWO: The digital toolkit;
Chapter - 05: Social media;
Chapter - 06: Search;
Chapter - 07: Mobile;
Chapter - 08: Online advertising;
Chapter - 09: Email marketing;
Chapter - 10: CRM and marketing automation;
Chapter - 11: From integration to transmedia campaigns;
Section - SECTION THREE: Digital brand strategy and measurement;
Chapter - 12: Measuring digital branding;
Chapter - 13: Primaries and indicators;
Chapter - 14: The role of analytics;
Chapter - 15: Bridging the gaps;
Chapter - 16: The importance of asking questions;
Chapter - 17: Conclusion;
