** Branding in the digital environment

Good branding should communicate who you are to your audience, instantly conveying your values, identity, and personality. Unfortunately, many companies are too busy chasing quick wins to establish a strong long-term brand.

In this lesson, you will explore the fundamental principles of branding and positioning. Using interactive exercises and practical examples, you’ll reflect on how you use digital channels to engage with your consumers and how your brand is perceived.

Lesson objectives:

• Key aspects of brand experience
• The importance of brand positioning
• How brand experience is linked to your brand equity

Course of origin: DMA Postgraduate Marketing Diploma

This lesson is recommended for marketing leaders who want to build effective customer-centric communication strategies.

Level: Marketing leadership L7

Estimated completion time: 4 hours