Posted: September 13th, 2017

Exercise #4 Instructions – UnME Jeans Case

Case Study;

Read the case first, and then followed the instructions.

Exercise #4 Instructions – UnME Jeans Case

Background
Assessing the digital marketing investment tradeoffs in this case will enable you understand the opportunities and risks associated with branding in a digital environment.(see “Case Overview” below…)

Assignment
Prepare a short “internal memo” describing the key benefits and risks of branding in Web 2.0 – based on your reading of the UnMe case.

Approach
Role Play:
The UnMe Brand Manager, Margaret Foley is investigating options for her brand strategy and has asked you (a key member of the UnMe branding team) to briefly describe the benefits and risks associated with branding in Web 2.0 to help inform her decision.
*Note: your memo will not contain your recommendation – which we will discuss inclass.

Briefly describe the situation at UnMe, and the purpose of this analysis.

Benefits of branding
in Web 2.0
Identify and describe the key 2-3 benefits of digital branding
For example, you might describe one benefit as:
* Consumer Receptivity:  Given that social media is participatory and consumers opt-in to conversations with the brand, consumers are more receptive to the messages delivered.

Risks of branding in  Web 2.0
Identify and describe the key 2-3 risks of digital branding
For example, you might describe one risk as:
* Lack of Control:  For many firms, the brands associated with their products/ services are their most valuable assets.  When consumers co-create brands, marketers cannot control the end product that emerges.

Implications     Provide a pithy wrap-up to your “internal memo” describing how these benefits and risks may influence UnMe branding.(e.g. what does this mean for UnMe?)

References    Be sure to cite all sources that you reference in your memo

Tips
•    Read the case twice, highlighting the benefits and risks of digital branding
•    Use your critical thinking skills – do not simply restate the facts of the case.  Draw on the insights you’ve learned from our readings and class discussions.
•    You may use charts or graphs – or simply write straight narrative.  Bullet points (with adequate descriptions) work nicely.
•    Write from an “UnMe” staffer’s voice, writing directly to Margaret Foley.
•    Cite all sources referenced in your memo
– use in text citations (Author Date) + include a List of References at end of paper

Case Overview
UnME Jeans: Branding in Web 2.0
by Thomas Steenburgh, Jill Avery
Brand manager Margaret Foley is facing an increasingly complex media environment in which her traditional media plan, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased advertising clutter, and consumers tuning out. She is exploring emerging Web 2.0 social media options to determine if they can better achieve her branding and advertising objectives. Her challenge is to cut through all of the hype surrounding Web 2.0 and to analyze the social media’s potential for her brand by delving into the consumer needs and behaviors underpinning Web 2.0 technologies.
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and explores the opportunities and risks they present for brands. The case allows readers to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and evaluate new social media options.

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