The Uninvited Brand Harvard Case Solution & Analysis

Brands rushed into social networks, view social networking, video sharing, online communities, websites and microblogs as a panacea to diminishing returns for traditional routes brand. But the more branding activity moves to the Internet, marketers are faced with stark realization that social media was made for people, not for brands. In this article we look at emerging cultural landscape of open source branding, and identify marketing strategies to hunt for customer interaction on the web people. These strategies represent a paradox, for to get the desired response, the brand should give up control. We will discuss how the Web a power struggle between marketers and consumer brand authors challenge accepted branding truths and paradigms: where brands can transcend short-term icon, where marketing is more like public relations, where the brand is inferior brand protection, and brand value due to risk not returned. "Hide
by Susan Fournier, Jill Avery Source: Business Horizons 15 pages. Publication Date: May 15, 2011. Prod. #: BH429-PDF-ENG

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