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Building academic branding: The digital branding as academic footprint

Abstract:

Nowadays, many professionals of different areas of expertise have found themselves at the needs to incorporate in the digital world, their personal digital branding as a result of entrepreneurship projects, or as a crisis of business sectors. A different phenomenon occurs in the academic field; the researchers are forced to incorporate themselves in the digital field. The research professors have a responsibility to society, popularizing science, this represents to value their own work and contribute to its visibility, and the starting point is to have “digital academic Branding. This chapter explains step-by-step techniques that develop a digital academic branding, starting from an interior analysis of the academic up to the formulation of the visual and conceptual brand; it is important is to make in a sequential manner every one of the activities described here.