Branding and Reputation Management
Subject Overview
The fifth Digital Marketing group elective, covering digital brand architecture and identity, online reputation management and SEO for reputation, strategic brand engagement and advocacy through storytelling and influencer relations, and crisis communication and brand recovery. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Digital brand architecture
Traditional vs digital branding, defining brand DNA/USP/value propositions, crafting visual and verbal identity (logos, colour palettes, tone of voice), positioning in the digital marketplace and competitor benchmarking
Unit 2: Online reputation management
Monitoring tools (Google Alerts, Mentions, Brandwatch), review management on Google Business Profile/Yelp/social media, SEO for reputation and Search Engine Reputation Management, ethics in transparency and authenticity
Unit 3: Strategic brand engagement
Storytelling via the Hero's Journey and narrative frameworks, aligning influencer relations with brand values, community building through user-generated content, employer branding on LinkedIn and Glassdoor
Unit 4: Crisis communication and recovery
Early warning systems for digital crises, the 5S response framework (Speed, Sincerity, Social, Strategy, Solution), case studies of brand fails and recoveries, post-crisis audit and rebuilding trust