UnME Jeans: Branding in Web 2.0 Harvard Case Solution & Analysis

This case introduce emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing websites, and encourages pupils to investigate the opportunities and risks they present for brands. The case enable students to struggle with the strategic and tactical decisions that accompany advertising communications strategy and to combine advice on consumer behavior with an understanding of brand goals, in order to assess and evaluate new social media choices.

Brand supervisor Margaret Foley is facing an increasingly complex media environment in which her traditional media strategy, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased marketing litter, and consumers. She's researching emerging Web 2.0 social media choices to discover if they can better realize her branding and advertising aims. Her challenge would be to cut through all of the hype surrounding Web 2.0 and to examine the social media's possibility for her brand by delving into the consumer demands and behaviors underpinning Web 2.0 technologies.

PUBLICATION DATE: November 12, 2008 PRODUCT #: 509035-PDF-ENG

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