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C/M/1233. UnME Jeans: Branding in Web 2.0. Harvard Business School Case study analysis

WORDS:
2800
DATE:
2009
PRICE:
29.99 GBP

This paper analyses “UnME Jeans: Branding in Web 2.0” case study by Steenburgh and Avery. The analysis includes the contrast of traditional “interruption” advertising model with the new Web 2.0 model of marketing communications. A diagnosis is made of the problems with Foley’s current marketing communication plan, given the changing media environment and changing consumer behaviour and what some of the benefits and risks are when involved in branding in Web 2.0. An analysis is made of the three social media options presented by Foley’s agency, outlining the strengths with a recommendation of a marketing communications plan for Foley. Finally, the emergence of Web 2.0 social media options in virtual worlds, social networking sites, and video sharing sites are analysed with the opportunities and risks they present for brands explored.

 

KEYWORDS: UnME Jeans, banding, Web 2.0, advertising, Harvard case study,

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