Digital Brand Builders: From Strategy to Social Influence

Instructors: Pieter Bailleul

Included with

Learn more

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Build and position powerful digital brands using strategic frameworks, storytelling, and community-building techniques.
Amplify brand impact through influencer marketing, co-creation, and AI-driven digital strategies.
Learn how to create brands that people genuinely remember, trust, and engage with in the digital world.

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

There are 5 modules in this course

Ready to build brands that dominate online? In Digital Brand Builders, you'll master digital branding fundamentals like brand identity, experience, and community pillars. Learn to construct digital ecosystems to boost loyalty and value, landing top digital marketing jobs or launching your venture. Gain skills to differentiate products via storytelling archetypes, turning consumers into advocates. Succeed as a marketer by creating authentic digital experiences that drive conversions andband equity.

Unlock the secrets of building powerful brands in the digital age with this course on Digital Marketing - Influencer Marketing & Branding. In a world where brands compete for attention across countless digital channels, understanding how to create, manage, and grow a brand is essential for any marketing or business professional. This course will guide you through the latest academic models and real-world strategies, from storytelling and brand equity to influencer marketing and AI integration, equipping you with the skills to stand out in today’s crowded marketplace.<br> By the end of the course, you’ll not only understand the theory behind great digital brands but also gain practical tools to apply these concepts—whether you’re launching your own brand, managing a company’s image, or working with influencers. You’ll be prepared to make data-driven decisions, adapt to the ever-changing digital landscape, and create brands that resonate and endure. This knowledge is crucial for anyone aiming for a successful career in digital marketing, communications, or entrepreneurship, where branding is the key to lasting impact and growth.

What's included

10 videos12 readings1 assignment

10 videosTotal 60 minutes

Course presentation3 minutes
Introduction2 minutes
Brand: a definition and its pillars6 minutes
Digital Branding Fundamentals5 minutes
Brand Equity in the Digital Age7 minutes
Brand storytelling and archetypes8 minutes
Why Branding Matters in a Digital World8 minutes
Product Branding in a Digital Context8 minutes
Services Branding in a Digital Context8 minutes
Successful branding for products online5 minutes

12 readingsTotal 120 minutes

CHANGES IN COURSERA10 minutes
Course organization10 minutes
Solving doubts and technical issues10 minutes
Free for the UAB community10 minutes
About the course certificate10 minutes
FAQs - General topics10 minutes
FAQs - Assessments and Certificate10 minutes
Description of the module and Learning objectives10 minutes
Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Instructions10 minutes

1 assignmentTotal 15 minutes

Quiz 115 minutes

This module dives into analytical tools and models like SWOT, Golden Circle, CBBE, and brand extension strategies for digital positioning.<br> You’ll master academic frameworks for strategic branding, including analysis tools, storytelling, co-creation, and extension models, applying them to digital scenarios for robust brand development.

What's included

9 videos6 readings1 assignment

9 videosTotal 57 minutes

Introduction1 minute
The Marketing Framework6 minutes
SWOT, SOAR & more Brand analysis tools7 minutes
The brand purpose and The Golden Circle7 minutes
Brand storytelling6 minutes
Storydoing: From Narrative to Action6 minutes
Open innovation, Cocreation and UGC6 minutes
Brand Models: EBBE, CBBE, Employer Branding7 minutes
Brand extension, stretching and dilution11 minutes

6 readingsTotal 60 minutes

Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Instructions10 minutes

1 assignmentTotal 15 minutes

Quiz 215 minutes

This module focuses on personal branding methodologies, employer branding, and service-specific digital strategies using tools like IKIGAI and LinkedIn.<br> You’ll build personal and employer brands via structured frameworks, service branding strategies, and digital tools, fostering authentic online identities for professional success.

What's included

10 videos1 reading1 assignment

10 videosTotal 60 minutes

Introduction1 minute
Personal Branding Fundamentals4 minutes
Self Audit5 minutes
Applying models6 minutes
Creating your Personal Lean Canvas8 minutes
Personal Branding in Digital Contexts8 minutes
Employer Branding in Digital Contexts6 minutes
Employer Branding Attracting & Retaining Talent7 minutes
LinkedIn & Digital Presence. Practical Tools8 minutes
Digital Branding for Services. People Marketing7 minutes

1 readingTotal 10 minutes

Instructions10 minutes

1 assignmentTotal 15 minutes

Quiz 315 minutes

This module examines influencer selection, measurement, AI vs. human dynamics, and co-branding synergies with cases like Heinz and Chiquita. You’ll learn to partner with influencers and brands effectively, measuring impact and leveraging collaborations to amplify digital reach and innovation.

What's included

10 videos1 reading1 assignment

10 videosTotal 63 minutes

Introduction2 minutes
Influencer Marketing. Fundamentals & Trends8 minutes
Human vs AI Influencers. Opportunities & Challenges8 minutes
Identifying & Partnering with the Right Influencers8 minutes
Measuring Influencer Marketing Impact7 minutes
Influencer Branding in Digital Contexts8 minutes
Cobranding Fundamentals5 minutes
Deep dive Heinz + Chiquita6 minutes
Cobranding in the Digital Era5 minutes
Brand Equity in Influencer Marketing7 minutes

1 readingTotal 10 minutes

Instructions10 minutes

1 assignmentTotal 15 minutes

Quiz 415 minutes

This module covers AI integration, 7Ps/7Cs evolution, RTM, place branding, and trends with examples like Red Bull and real-time cases.<br> You’ll explore AI-enhanced branding for innovation with real-time tactics, marketing mix evolutions, and emerging trends to future-proof digital strategies.

What's included

9 videos3 readings1 assignment

9 videosTotal 57 minutes

Introduction1 minute
AI in Branding Human vs Machine10 minutes
The Branding Framework 7Ps in the Digital Era7 minutes
Red Bull, Monster and Liquid Death5 minutes
Real Time Marketing (RTM)6 minutes
Made in Italy7 minutes
Place Branding in Digital Contexts9 minutes
Trends in Digital Branding11 minutes
End of course1 minute

3 readingsTotal 30 minutes

Reflections and Homeworks10 minutes
Reflections and Homeworks10 minutes
Instructions10 minutes

1 assignmentTotal 15 minutes

Quiz 515 minutes

Instructors

Pieter Bailleul

Universitat Autònoma de Barcelona

0 Courses0 learners

Luca Magagni

Universitat Autònoma de Barcelona

0 Courses0 learners

Offered by

Universitat Autònoma de Barcelona

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Open new doors with Coursera Plus

Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Learn more

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Explore degrees

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Learn more

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.