• Defining branding, its scope and significance
• Discerning the difference between rational and emotional branding and what sways the buying decision
• Where does digital branding fit in the context of traditional branding? Evaluating the four ways a brand emerges
• Where does digital branding fit in the context of digital marketing? Learning how digital has shifted the communication between brands and their consumers

• Discovering the secret of legendary archetypes and learning how to connect with consumers using archetypes
• Determining your own brand archetype and how to use it to connect with your consumers
• Acquiring the Positioning Map Approach to map your competition, to deduce your current positioning and target desired positioning
• Learning the concept of positioning and how to distill and articulate your unique positioning

• Importance of stories and how they are key to the virality of digital content
• How to charm with a story – learning story crafting techniques
• Crafting your own brand story
  • Sharing your brand story and re-crafting to refine
  • Gaining insights on how your brand story can be applied to the digital media

• Building your Digital Brand Toolkit for successful digital marketing
• Why brand success equals business success – Learning from other brands
• Learning from some big brand failures
• Consultation for Final Project Presentation/ Assessment

• Project Presentation

Participants to complete a simple assessment and final project to evaluate course understanding and augment learning outcomes.

Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.