Branding in the Digital Age ( Discussion)

Module 1 DiscussionBranding strategies are changing due to the popularity of the Internet and changing consumer behavior. There are various functions of branding. Branding is not only utilized to differentiate the focal brand from the competing ones, but also to increase brand/product awareness, change consumer attitudes, and encourage purchases. On the other hand, consumer brand experience and online consumer reviews are increasingly influencing branding strategies in the digital age.Read the following articles:Edelman, D. C. (2010). Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, December, retrieved from https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-placesAnderson, M. (2014, July 7). 88% of consumers trust online reviews as much as personal recommendation. Retrieved from http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803Please address the following issues regarding online consumer reviews and brand management in the digital age.Evaluate the pros and cons of online consumer reviews from the consumer’s perspective.Discuss the use of online consumer reviews from the brand manager’s perspective.Note: Please check the Discussion grading rubrics to better understand the requirements for Discussions.APA Citation and Format1-2 Page
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Rubric Assessment
Rubric Name: MBA/MSHRM/MSL Discussion Grading Rubric – Timeliness v1
Criteria
Level 4 – Excellent Level 3 – Proficient Level 2 – Developing Level 1 – Emerging
4 points
Quality of Initial
Posting (first
discussion only)
Initial posting
reveals a clear
understanding of all
aspects of the
threaded discussion
question; uses factual
and relevant
information;
and demonstrates full
development of
concepts.
6 points
Responded to the
required number of
students and to the
Quality of Responses professor, if
to Classmates
appropriate, for
every discussion.
Demonstrated
analysis of others’
posts; extends
meaningful
discussions by
3 points
Initial posting
demonstrates
legitimate reflection
and answers most
aspects of the
threaded discussion
question; full
development of
concepts is not
evidenced.
5 points
Responded to
almost all of the
required students
and to the professor,
if appropriate, for
every discussion.
Provided comments
and new
information to other
posts; not all
responses promote
2 points
Initial posting
demonstrates some
reflection and
answers some aspects
of the threaded
discussion question;
Limited development
of concepts is
evident.
1 point
Initial posting was
not on topic; the
response was
unrelated to
threaded discussion
question; and post
demonstrated only
superficial thought
and poor
preparation.
4 points
Responded to some
students and to the
professor, if
appropriate, for every
discussion. Little
depth in response;
agreed or
acknowledged one
other classmate’s
initial posting.
3 points
Did not respond to
any student or the
professor.
building on previous further discussion of
peer posts and
the topic.
offering alternative
perspectives.
3 points
2 points
1 point
Reference to
Refers to and
Supporting
properly cites either
Readings/Information
course and/or outside
Literacy
readings in both
initial posting and
responses to peers.
4 points
Critical Thinking
Timeliness
Refers to and
properly cites
course and/or
outside reading in
initial posting only.
3 points
Makes some
reference to assigned
readings with some
citations or cites
questionable sources.
0 points
Makes no reference
to assigned readings
without citations or
cites questionable
sources.
1 point
2 points
Demonstrates
mastery
conceptualizing the
problem; viewpoints
and assumptions of
experts are analyzed,
synthesized, and
evaluated; and
conclusions are
logically presented
with appropriate
rationale.
Demonstrates
considerable
proficiency
conceptualizing the
problem; viewpoints
and assumptions of
experts are
analyzed,
synthesized, and
evaluated; and
conclusions are
presented with
necessary rationale.
Demonstrates partial
proficiency
conceptualizing the
problem; viewpoints
and assumptions of
experts are analyzed,
synthesized, and
evaluated; and
conclusions are
somewhat consistent
with the analysis and
findings.
3 points
2 points
1 point
Demonstrates
limited or poor
proficiency
conceptualizing the
problem; viewpoints
and assumptions of
experts are
analyzed,
synthesized, and
evaluated; and
conclusions are
either absent or
poorly conceived
and supported.
0 points
Overall Score
Initial post occurs in
a timely manner (1 –
3 days into module)
allowing ample time
for classmates to
respond and engage.
Initial post occurs
later (4 – 5 days into
module) allowing
limited time for
classmates to
respond and engage.
Level 4
18 or more
Level 3
16 or more
Initial post occurs
Initial post occurs
substantially late (6-7 after the first week
days into module)
of the module.
allowing minimal to
no time for
classmates to respond
and engage.
Level 2
14 or more
Level 1
0 or more
Module 1 – Reading Background
STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS
The reading list for this first module is quite extensive.
However, many of these items will also serve as
references for Modules 2-4.
How to conduct a marketing audit
(n.d.). MarketingTeacher.com. Retrieved
from http://www.marketingteacher.com/marketing-audit/
Introduction to financial statements for marketing
(n.d.). MarketingTeacher.com. Retrieved
from http://www.marketingteacher.com/marketing-and-finance/
Marks, R. E. (1997). Market structure and competition
(October 9). Retrieved
from http://www.agsm.edu.au/bobm/teaching/ECL/lect03.pdf
Marketing Research (n.d.). MarketingTeacher. Retrieved
from http://www.marketingteacher.com/introduction-to-marketingresearch/
These Web pages explain concepts of the Segmenting,
Targeting, and Positioning.
Building Customer Relationships. (2014). Pearson Learning
Solutions, New York, NY. Retrieved
from http://www.pearsoncustom.com/mctcomprehensive/asset.php?isbn=1269879944&id=11770
Building Customer Relationships (Audio). (2014). Pearson
Learning Solutions, New York, NY. Retrieved
from http://www.pearsoncustom.com/mctcomprehensive/asset.php?isbn=1269879944&id=11448
Segmentation (n.d.). MarketingTeacher. Retrieved
from http://www.marketingteacher.com/segmentation/
Targeting (n.d.). MarketingTeacher. Retrieved
from http://www.marketingteacher.com/targeting/
Positioning (n.d.). MarketingTeacher. Retrieved
from http://www.entrepreneur.com/encyclopedia/positioning
Perner, L. (n.d.). Segmentation, targeting, and
positioning. Consumer Psychologist. Retrieved
from http://www.consumerpsychologist.com/cb_Segmentation.html
Here are some useful links on market segments:
Nielsen. (n.d.). MyBestSegments ZIP code look-up.
Retrieved
from https://segmentationsolutions.nielsen.com/mybestsegments/D
efault.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCod
e%2BLookup
Nielsen. (n.d.). Nielsen PRIZM – Understanding social and
lifestage groups. Retrieved
from http://www.claritas.com/MyBestSegments/tutorials/Nielsen_P
RIZM/engage.html
Nielsen. (n.d.). Segment Details. Retrieved
from https://segmentationsolutions.nielsen.com/mybestsegments/D
efault.jsp?ID=30&menuOption=segmentdetails&pageName=Segme
nt%Details
TETRAD. (n.d.). Demographics. Retrieved
from http://www.tetrad.com/category/demographics/
This article explains considerations internal to the firm
that affect its financial health:
Porter, M. (1980). Generic strategies. Retrieved
from http://www.marketingteacher.com/generic-strategies/
These Web pages explain the forces external to the firm
that affect the financial health of a product or company:
PEST Analysis (n.d.). MarketingTeacher. Retrieved
from http://www.marketingteacher.com/pest-analysis/
Managing External Forces (n.d.). Marketing
Tutorials. KnowThis. Retrieved
from http://www.knowthis.com/principles-of-marketingtutorials/managing-external-forces/
The following readings relate to product management
strategy:
Products and Services. (2014). Pearson Learning Solutions,
New York, NY. Retrieved
from http://www.pearsoncustom.com/mctcomprehensive/asset.php?isbn=1269879944&id=12052
Products and Services (Audio). (2014). Pearson Learning
Solutions, New York, NY. Retrieved
from http://www.pearsoncustom.com/mctcomprehensive/asset.php?isbn=1269879944&id=11699
Product decisions (n.d.). KnowThis. Retrieved
from http://www.knowthis.com/principles-of-marketingtutorials/product-decisions/
This series of Web pages explains that product decisions
over which firms have control are forces that determine the
financial health of a product or company:
Product strategies (n.d.). LearnMarketing. Retrieved
from http://www.learnmarketing.net/product.htm
The following articles explain and illustrate branding:
Aisner, J. E. (1999) More than a name: The role of brands in
people’s lives. Working Knowledge for Business Leaders
Series. Boston, MA: Harvard Business School. Retrieved
from http://hbswk.hbs.edu/archive/2598.html
Beyersdorfer, D., et al. (2011 January/February). Preserve
the luxury or extend the brand? Harvard Business Review.
89:1/2(January/February):173-7.
Christ, P. (2009). Understanding the importance of branding
(October 28). Retrieved
from http://www.knowthis.com/insights/marketing-
professionals/trends-developments/1559-understanding-theimportance-of-branding
Clark, D. (2011 March) Reinventing your personal
brand. Harvard Business Review. 89:5 (March):78-81.
Edelman, D. C. (2010). Branding in the digital age. Harvard
Business Review. 88:12 (December):62-69.
Introduction to brands (n.d.). Marketing Teacher. Retrieved
from http://www.marketingteacher.com/introduction-to-brands/
Klein, K. E. (2008). A practical guide to branding. Bloomberg
Businessweek (June 9).
Tauber, E. W. (1981). Four branding alternatives: A
branding strategy based upon brand extension. Marketing
Teacher. Retrieved from http://www.marketingteacher.com/fourbanding-alternatives/
Zax, D. (2010). For Millennials, brands may be as important
as religion, ethnicity. Co-Create(November 17). Retrieved
from http://www.fastcocreate.com/1679028/for-millennials-brandsmay-be-as-important-as-religion-ethnicity
The following article explains brand personality:
Fournier, S. (1998). Consumers and their brands:
Developing relationship theory in consumer
research. Journal of Consumer Research. 24:4(March):343372.
These articles address the question of celebrity
endorsements:
A Teakettle with Star Power? The Upsides and Pitfalls of
Celebrity Brands (2011).Knowledge@Wharton (April 27).
Retrieved
from http://knowledge.wharton.upenn.edu/article.cfm?articleid=276
1
Star Blight: The Perils of Celebrity Endorsements
(2006). Knowledge@Wharton (September 6).Retrieved
from http://knowledge.wharton.upenn.edu/article.cfm?articleid=155
2
Stone, M. (2012). How Retailers’ Love Affair With Celebrities
Will Blossom In 2012. Forbes (January 4).
Check the professional market research reports
from IBISWorld database to find the industry analysis for
your cumulative Session Long Project.
IBISWorld Overview (n.d.). IBISWorld, Inc., New York, NY.
IBISWorld Forecast (n.d.). IBISWorld, Inc., New York, NY.
IBISWorld Data and Sources (n.d.). IBISWorld, Inc., New York,
NY.
IBISWorld Navigation Tips (n.d.). IBISWorld, Inc., New York,
NY.
Check the following links for proper APA citation and
reference format:
Purdue University Online Writing Lab. (n.d.). In-text citations:
The basics. Retrieved
from http://owl.english.purdue.edu/owl/resource/560/02/.
Cornell University Library. (n.d.). APA citation style.
Retrieved
from http://www.library.cornell.edu/resrch/citmanage/apa
Golden Gate University. (n.d.). University library: Research
help. Retrieved from http://www.ggu.edu/libraries/universitylibrary/research-help#citation-guide
University of Illinois at Urbana-Champaign. (n.d.). The
center for writing studies. Retrieved
from http://www.cws.illinois.edu/workshop/writers/citation/apa/intext
citation/

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