Digital Branding: How to Successfully Build and Measure a Brand Online

by Daniel Rowles

Overview

Looking to strengthen your brand strategy and boost your digital presence with proven frameworks?

Digital Branding is a practical, detailed guide designed for mid-career marketers and brand strategists eager to develop credible, impactful brands. Author Daniel Rowles, a respected CIM fellow and industry influencer, provides step-by-step strategies to build and optimize your brand identity across key digital channels.

You'll learn how to:
- Develop a clear brand planning framework to guide your strategy
- Apply principles of identity development tailored to today's digital landscape
- Implement effective channel selection based on data and market insights
- Optimize your use of Google Analytics, SEO and social media algorithms
- Explore the impact of Generative AI on modern branding techniques

With real-world examples including PWC, BBC and Specsavers, this fully updated fourth edition equips you with actionable tools to elevate your brand and advance your career in an ever-changing digital world.

Themes include: Brand strategy, digital branding, identity development, Google Analytics, SEO, generative AI, marketing frameworks, career growth

Product Details

ISBN-13:	9781398618435
Publisher:	Kogan Page, Ltd.
Publication date:	01/03/2025
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	5 MB

About the Author

Daniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM Fellow and course director, he is the lead judge for the CIM Marketing Excellence awards. Rowles also lectures at Imperial College London and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco.
Daniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is the lead judge for their CIM Marketing Excellence award. Rowles also lectures at Imperial College London, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Digital Branding, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page

Table of Contents

• • Chapter - 00: Introduction;
• Section - SECTION ONE: Digital branding in perspective;
• • Chapter - 01: What digital branding really means;
  • Chapter - 02: Focusing on value;
  • Chapter - 03: Considering the user journey;
  • Chapter - 04: Objectives and authenticity;
• Section - SECTION TWO: The digital toolkit;
• • Chapter - 05: Social media;
  • Chapter - 06: Search;
  • Chapter - 07: Mobile;
  • Chapter - 08: Online advertising;
  • Chapter - 09: Email marketing;
  • Chapter - 10: CRM and marketing automation;
  • Chapter - 11: From integration to transmedia campaigns;
• Section - SECTION THREE: Digital brand strategy and measurement;
• • Chapter - 12: Measuring digital branding;
  • Chapter - 13: Primaries and indicators;
  • Chapter - 14: The role of analytics;
  • Chapter - 15: Bridging the gaps;
  • Chapter - 16: The importance of asking questions;
  • Chapter - 17: Conclusion;

Editorial Reviews

"Worth of a spot on your desk if you're passionate about delivering results through digital channels. A practical yet strategically minded guide — I highly recommend."

Tim Ruthven

"The definitive hands—on guide to digital tactics and strategy."

Ciaran Rogers