[share_buttons]

Digital Brand Management

What is a brand? As simple as this question is, its answer is all the more elusive. Neither in theory nor in practice is there a common understanding of what a brand is or how one is established and developed over the long term.

One the one hand, the goal is to gain an overview of the models of classical brand management. This is intended to make possible a common understanding of the concept of “brand” for the certificate course. This forms the basis upon which the peculiarities of digital brand management can be systematically derived. On the other hand, the goal is also to gain a clear picture of the possibilities for action and implementation of brand management based on the conceptual foundation.

Content of the Certificate Course

  • Models of brand management
  • The brand’s self-image: brand reward promise
  • The brand’s public image
  • Communicating the brand: the codes of brand management
  • Checklists
  • Best practice examples
  • Digital literacy
  • Peculiarities of digital media
  • Conceptualising digital brand management
  • Organising digital brand management
  • Integrated digital brand management
  • Trans-media and cross-media brand management
  • Success monitoring  / evaluation of digital brand management
  • Legal aspects of digital brand management
  • Best practice examples

 

Intercultural Digital Brand Management

With continuing internationalisation, the need for intercultural brand management is increasing. Digital media in particular enable worldwide access to brands. The question is, what are the peculiarities of digital brand management and what implications do they have in practice?

The goal of scientific studies are insights:

  • on the peculiarities of intercultural brand management in digital media
  • on intercultural differences in digital communication
  • on shaping digital brand management

 

Goals for practical implementation include:

  • Concepts and models for evaluating intercultural brand management
  • Standardisation, differentiation, or mixed forms
  • Requirements for one’s own intercultural brand management in digital media
  • International digital brand relations
  • Checklists for an approach to intercultural brand management

 

Benefit for Certificate Course Participants

  • Greater clarity about culturally specific requirements for brand management in digital media
  • Greater security in intercultural brand management
  • Economic success by responding to cultural differences
  • Avoidance of flops due to inadequate appreciation for cultural specifics

 

Content of the Certificate Course

  • Theoretical models for cultural differences
  • Cultural differences in practice and their implications for brand management and digital media
  • Strategies for international digital brand management
  • Checklists
  • Best practice examples

 

Digital Relationship Management

Brand relations have long played a major role in marketing (customer relations management, etc.). Thanks to direct contact with consumers, as well as repeatedly emerging critique that can cause great harm, this topic plays an essential role in digital brand management. On the theoretical side, there is a lack of insights on the peculiarities of creating brand relations in digital media. On the practical side, there is a lack of concepts and models for establishing brand relations in digital media systematically, successfully shaping them in the long term, and for how companies can react to criticism. The need is growing thanks to social media, both in a positive sense, as users are embedded into the entire value chain (e.g. via crowd sourcing), as well as in a negative sense, via effects like the “shitstorm.” Oftentimes just one customer criticism can result in great uncertainty, causing the company to invest resources in the response.

Recent studies show that dialogue between customers and brands on the Internet is on the decline!

Thus, experts are now researching, among other things:

  • Brand relations as a part of the brand’s self-image
  • Implications for communications and the brand image
  • Shaping brand relations in digital media (peculiarities, opportunities, and limits)
  • From the user’s point of view, is there even such a thing as a “relationship” to the brand or the company?
  • In what way are fundamental attitudes significant for brand relations?
  • Brand relations in times of crisis

 

The goal of insights gained is their practical implementation:

  • Concepts and models for describing brand relations
  • Concepts and models for shaping brand relations (potentially internationally as well, see below)
  • Checklists for approaching brand relations
  • Checklists for handling criticism

 

Benefits for Certificate Course Participants:

  • More clarity about what kinds of relationships the own brand has to offer (in digital media as well)
  • Greater security when shaping brand relations using a predefined fundamental attitude.
  • Greater control when shaping using this fundamental attitude
  • Economic success by using brand relations in a targeted manner (R&D, employer branding, marketing, etc.)

 

Content of the Certificate Course:

  • Relations in digital media
  • Relationship models
  • Relations in social media
  • Conflict management
  • Checklists
  • Best practice examples

 

Digital Brand Storytelling

Storytelling is a form of communication that speaks directly to the brain. Its use has expanded into many areas of life in recent years, including journalism. And yet there is still a lack of scientific knowledge of how the peculiarities of digital media can be used optimally for digital brand management.

Many companies and agencies have established their own units for digital storytelling in recent months. An increasing number of companies are using stories in digital media.

Scientifically substantiated concepts and models for how best to expand storytelling in brand management to include digital media are lacking. The goals of scientific research on storytelling in digital media are therefore:

  • Storytelling
  • Storytelling for Entrepreneurs
  • The peculiarities of digital storytelling
  • Digital storytelling for shaping relations (digital brand management)
  • Trans-media digital storytelling
  • Interactive digital storytelling
  • Possibilities for staging digital stories

 

The goal is the effective implementation of digital brand storytelling in brand management:

  • To shape brand relations
  • In times of crisis
  • Checklists for optimal digital storytelling

 

Benefit for Certificate Course Participants:

  • More creativity in brand management
  • Economic success by using the peculiarities of digital media in a targeted manner

 

Content of the Certificate Course

  • The significance of storytelling
  • How storytelling works
  • The peculiarities of digital storytelling
  • 3 levels of digital storytelling
  • Checklists
  • Best practice examples

 

Digital Brand Codes / Digital Brand Design

  • Sensoric Codes (shapes, colors etc.)
  • Symbolic Codes (logos etc.)
  • Episodic Codes (stories)
  • Semantic Codes (language, words etc.)
  • Digital Interaction Design
  • Digital Brand Code Book

 

Online-Anmeldung in Kürze möglich

Persönliche Beratung und weitere Infos

Prof. Dr. Dieter Georg Herbst
Berlin Career Center
Universität der Künste Berlin
Bundesallee 1-12
10719 Berlin
Tel.: +49 – 030 – 236 279 71
Mobil: +49 – (0)171 – 6372164
E-Mail: dieter.herbst@udk-berlin.de