This case represents 2.0 Social media encourages in virtual worlds, social networking sites and video sharing sites and students to the opportunities and risks they present to explore emerging web brands. The case allows students with the strategic and tactical decisions that accompany the marketing and communication strategy to combine information on consumer behavior with an understanding of brand objectives to assess and deal to evaluate new social media options. Brand manager Ma … Read more »

This case represents 2.0 Social media encourages in virtual worlds, social networking sites and video sharing sites and students to the opportunities and risks they present to explore emerging web brands. The case allows students with the strategic and tactical decisions that accompany the marketing and communication strategy to combine information on consumer behavior with an understanding of brand objectives to assess and deal to evaluate new social media options. Brand manager Margaret Foley is facing an increasingly complex media landscape in which their traditional media plan, on television, print and radio advertising focuses less effective due to declining audiences, increased advertising clutter, and the consumer has tuning out. It explores emerging web 2.0 social media options to see if they can better achieve their branding and advertising objectives. Your challenge is to cut through all the hype surrounding Web 2.0 and social media to analyze the potential of their brand by immersion in consumer needs and behaviors based on Web 2.0 technologies.
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Thomas Steenburgh,
Jill Avery
Source: HBS Premier Case Collection
27 pages.
Release Date: 12 November 2008. Prod #: 509035-PDF-ENG
UnME Jeans: Branding in the Web 2.0 HBR case solution