Brand management in digital economy

Start Date: 09/13/2020

Course Type: Common Course

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About Course

Курс рассматривает вопросы, связанные с управлением брендами и портфелями брендов в условиях цифровой экономики.

Course Syllabus


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Course Introduction

Курс рассматривает вопросы, связанные с управлением брендами и портфелями брендов в условиях цифровой экономики.

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Article Example
Digital economy Digital economy refers to an economy that is based on digital computing technologies. The digital economy is also sometimes called the "Internet Economy", the "New Economy", or "Web Economy". Increasingly, the "digital economy" is intertwined with the traditional economy making a clear delineation harder.
Brand management In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
Digital economy The term 'Digital Economy' was coined in Don Tapscott's 1995 book "The Digital Economy: Promise and Peril in the Age of Networked Intelligence". The Digital Economy was among the first books to consider how the Internet would change the way we did business.
Brand management Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.
Brand management Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.
Malaysia Digital Economy Corporation The Malaysia Digital Economy Corporation (MDEC), previously known as Multimedia Development Corporation, is a government-owned institution responsible for the management of the Multimedia Super Corridor (MSC Malaysia) in Malaysia as a technology industry and commerce zone.
Brand management Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image.
Digital economy According to Thomas Mesenbourg (2001), three main components of the 'Digital Economy' concept can be identified:
Brand content management This is how the term "brand content management" was initially used, customer relationship management (CRM) applications that support marketing development have created a software based architecture that supports the process and storage of brand-related content. Software companies have created an enterprise marketing management tool that supports these organizations in the development and management of brand content.
Digital economy In this new economy, digital networking and communication infrastructures provide a global platform over which people and organizations devise strategies, interact, communicate, collaborate and search for information.
Digital asset management Digital photographs, animations, videos and music exemplify the target areas of media asset management (a sub-category of DAM). Digital asset management systems (DAMS) include computer software and hardware systems that aid in the process of digital asset management.
Digital economy In 2012, Deloitte ranked six industry sectors as having a “short fuse” and to experience a “big bang” as a result of the digital economy.
Digital branding Digital branding is a brand management technique that uses a combination of internet branding and digital marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content.
Branded asset management Branded asset management refers to the implementation of brand modifications and life-cycle management of branded assets. The branded assets category includes managing digital brand execution.
Digital economy It is widely accepted that the growth of the digital economy has widespread impact on the whole economy. Various attempts at categorizing the size of the impact on traditional sectors have been made.
Digital Economy Act 2010 The Digital Economy Act followed the Digital Britain report of 2009, a policy document which outlined the United Kingdom Government's strategic vision for its digital economy. Lord Carter, Digital Britain minister, spent eight months considering the matter before releasing his final report in June 2009. The Digital Economy Bill was announced in the Queen's Speech on 18 November 2009 to the United Kingdom parliament. The bill went through three readings in the House of Lords, before being presented to the House of Commons for its first reading on 16 March 2010.
Brand content management Brand Content Management (BCM) is a concept that creates a standard process an organization can use to create, store, and distribute brand-related marketing materials and information. Organizations such as AT&T, Coca-Cola, Starbucks, Apple, and Harley-Davidson all participate in marketing development and distribution of their marketing concepts. Each of these organizations have created a process to store and control their brand image and marketing concepts. Brand-related marketing advertisements contain copyrighted and trademarked information. These organization produce hundreds of thousands of marketing pieces (content) each year, some examples of these assets are lifestyle photography, brochures, literature, and logos. Marketing organizations develop these assets for mass distribution through many channels and segments. These can become viral, video, print, image, digital/electronic, or broadcast. These types of organizations generally use a customer relationship management (CRM) application that allows organizations greater control over the creative development, distribution, fulfillment and management of all brand-related content.
Digital economy More recently, "Digital Economy" has been defined as the branch of economics studying zero marginal cost intangible goods over the Net.
Digital economy Telstra, a leading Australian telecommunications provider, describes how competition will become more global and more intense as a result of the digital economy.
Digital economy Given its expected broad impact, traditional firms are actively assessing how to respond to the changes brought about by the digital economy.