Chapter 14
Managing the brand’s digital assets
LEARNING OBJECTIVES
This chapter is intended to help you:
Understand what a digital asset is.
Understand what digital asset management entails.
Understand why it is important to manage assets.
Learn how to manage assets.
Most brands are collections of stories. For these brands, digital media and content play important roles in telling that story. The longer a brand has been around, the more digital assets would be in existence.
Everyone tends to have their own individual way to organize the information that is important to them, but this method may not be the best way for agencies. While advertising, branding, creative and marketing agencies may have different offerings, there’s one thing they ...
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