George Rossolatos Lecture 5 14/3/22: Digital branding Pt. I

Course in Brand Equity, Strategic Brand Management and Integrated Marketing Communications 02/22-05/22. George Rossolatos MSc, MBA, PhD, Business College Athens in collaboration with the University of West London, UK (in the context of the MSc in Digital Marketing). Lectures on branding and brand equity models and research methods (quantitative and qualitative), equity-oriented brand management, digital branding and brand equity, new and emergent perspectives in branding (place branding, cultural branding, luxury branding, brand communities in social media, brand storytelling, intermedia storytelling, branded content, experiential branding, community branding, mythological branding), Integrated Marketing Communications planning implementation and control & Touchpoints integration, spanning AtL, online, social media, experiential.
Course Outline Rossolatos MS7GR26O Brand equity, Strategic Brand Management and IMC and recommended readings: https://drive.google.com/file/d/1-LfgOISMdFjlUFL-OQC2HWcbb72z4Led/view?usp=sharing
Snippets from recorded lectures:
Lecture 4 28/2/22: Brand equity and line extensions
Lecture 4 28/2/22: Branding strategies: Co-branding and licensing
Lecture 5 14/3/22: Digital branding Pt. I
https://youtu.be/H8fv2iAGHTY
Lecture 9: 11/4/22 The Integrated Marketing Communications briefing process https://www.youtube.com/watch?v=H8IA-S5lYAM&t=1386s
Lecture 11: 16/5/22 IMC vehicles selection and control: Sponsorship & e-sponsorship https://youtu.be/sg1RcnnE9jU
Lecture 12 30/5/22: Syllabus wrap-up
https://youtu.be/v3O9iysnFZY