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UnME Jeans: Branding in Web 2.0 Case Solution & Answer

This scenario is emerging Web 2.0 social networks in virtual worlds, social networking sites and video sharing sites, and encourages students to explore the opportunities and risks presented for brands. The case allows students struggle with strategic and tactical decisions that accompany the marketing communication strategy and combine information on consumer behavior with an understanding of the objectives of the brand to assess and evaluate new social media options. brand manager Margaret Foley faces an increasingly complex media environment in which the plan of traditional media focused on television, print and radio has become less effective due to declining audiences, the increased advertising clutter and consumers tuning out. Web 2.0 explores the emerging social media options to determine if they can achieve their best brand and advertising objectives. Your challenge is to cut through all the hype surrounding Web 2.0 and analyze the potential of social media for your brand by exploring the needs and consumption behaviors underlying Web 2.0 technologies.
by
Thomas Steenburgh,
Jill Avery
Source: HBS Premier Case Collection
27 pages.
Date Posted: November 12, 2008. Prod #: 509035-PDF-ENG
UNME Jeans: Branding Web 2.0 Case Solution

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