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Developing and Growing a Brand Digitally

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Course details

3 hours
Featuring: Pier Newson-Smith
Head of Brand Strategy, Direct Line Group

Objective of Course:

What is the role of a brand and why is brand management more important than ever within today’s digital environment? The role of a brand and how it evolves has fundamentally changed in today’s context, especially for brands operating in a digital space. 


This module will be a vital resource for Brand and Marketing Managers that are looking at how to develop and manage their brands at both a strategic and tactical level. We will begin this module by looking at the role of a brand in an organisation, before understanding how a brand gets created in today’s world and how to best foster growth digitally. We will then look at how to develop and manage a brand digitally before finally assessing how to determine brand value or equity.

Here are a number of Topics We will Look at:

  • What is a brand?

  • The creation of a digital brand

  • Assessing a brand digitally

  • How brands grow in a digital environment

Learning outcomes:

  • Determine the role and importance of branding within a digital-led business and how it is used

  • How do you manage a brand over time within a digital environment?

  • Determine ways to measure brand equity and value using digital tools

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