Coorpacademy OriginalBrand Engagement

Brand Engagement

  • 65 min
  • 120 questions
  • 3 videos

How can you make your brand a darling of the Internet? In terms of brand attachment, the Web has made its users more demanding. As such, companies must prove themselves to be increasingly inventive and to this end, they rely on the concept of Brand Content. Red Bull, Mountain Dew, and certain luxury brands are thinking up innovative communication strategies. They do not hesitate to use multiple media platforms to attract their customers: a transmedia approach. In this 3-level course, you will learn everything about these new ways of creating consumer allegiance.


You will be able to :

  • Understand the role of digital in the attachment consumers have with the brands
  • Get to grips with the principles of Brand Content
  • Discover examples of iconic strategies such as Orangina
  • Chapters:

    • Brand attachment : the function of digital
    • Brand Content
    • The Mountain Dew case study

    You will be able to :

  • Understand the role played by the social web for brands
  • Dissect the communication strategies of the Luxury sector
  • Decode the principles behind Zero Moment of Truth
  • Chapters:

    • The social web & brands
    • Digital strategies of the luxury sector
    • From ZMOT to UMOT
    • Textbook case: Branded Channel
    • The Red Bull Case study

    You will be able to :

  • Understand how to make Brand Content strategic
  • Identify the key success factors for a Brand Content strategy
  • Discover the principle of Transmedia
  • Find out about KPIs used for Brand Engagement
  • Find out about gamification
  • Grasp the importance of original content on the web
  • Chapters:

    • Towards a strategic Brand Content
    • Four key success factors for a web content strategy
    • Communication Branding on the web
    • Transmedia
    • Which KPIs serve Brand Engagement?
    • Gamification : a vector for engaging the consumer with brands
    • Original digital content

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