UnME Jeans: Branding in Web 2.0

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 behaviours underpinning Web 2.0 technologies.

Students will be expected to assess this case and provide a written case response not to exceed 10 pages (excluding title/cover page, table of contents page and any appendices students may choose to include). The structure of the case response should be as follows:

•Situation analysis (background to the key issues in the case)
•Objectives (of the company in the context of the situation analysis and issues it faces)
•Options (to address the objectives – state the options the Ad Agency is considering