Branding Theory (Online)

With the rise of technology and increased accessibility to an active audience, the concept of brands and what they can be is changing. Today, a brand can be a business, but it can also be an individual. This course will explore the theory behind branding; you will learn about abstract concepts such as intangibles and self-commodification, and you will examine how others use words and graphics to define their brand and build a content strategy. We will be looking at the details that make a brand famous and appeal to the right market.

The course features a series of exercises aimed to broaden your perspective on what is possible when creating and building a brand. You will also have work to complete outside of the live sessions, and your tutor will provide feedback on these


Topics Covered

• Fordism and Post-Fordism
• The rise of Intangibles
• Promotional culture
• Ethical branding and brands as political devices
• Brand communities and consumer publics
• Measuring digital public sentiment
• Reputation and reputation management
• Co-branding
• Self-branding and the commodification of the self
• The practices of micro-celebrities
• Audience engagement

Course Outcomes
By the end of the course you will have;

• Gained a firm understanding of a range of the theories and approaches surrounding brands
• Studied branding as an academic discipline
• Engaged in lively discussion and debate with your tutor and other classmates
• Learnt about the environment brands are operating within and how this may affect brands and what they may become in the future
• Completed, and received feedback on, a series of assignments including essays and exercises, which will deepen your understanding
• Increased your understanding of brands, which will aid you should you choose to develop or enhance your own brand outside of the course

Who is Branding theory (Online) for
The will be compelling for anyone who wants to explore branding and why it has become so powerful from a theoretical perspective. The topics covered are likely to be useful on a practical level to marketers, copywriters, designers or anyone working in the branding industry, or looking to grow and strengthen their own brand.
Level:Beginner
Please note: This course is for students aged 18 and over



Why choose an LCC Online Short Course
Our online learning short courses allow you to experience London College of Communication wherever you are in the world. Additionally all LCC Online Short Courses include;

• Live sessions with expert
• Lesson recordings
• Practical assignments
• Personal feedback
• VLE with course content
• Forums for support
• 3 months online access
• LCC Certificate upon completion

Further details about this course and others offered at LCC can be found here or you can check the Online Short Courses FAQ page for more details about how the courses are delivered

Please note that all courses are taught in UK time. To check and compare times please click here



Follow Up Courses
After you have completed this course you may be interested in Digital Marketing Strategy (Online), Creating an Advertising Campaign, and Practical Public Relations (Online).