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, M. (2014, July 7). 88% of consumers trust online reviews as much as personal recommendation. Retrieved from 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
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
and demonstrates full
development of
6 points
Responded to the
required number of
students and to the
Quality of Responses professor, if
to Classmates
appropriate, for
every discussion.
analysis of others’
posts; extends
discussions by
3 points
Initial posting
legitimate reflection
and answers most
aspects of the
threaded discussion
question; full
development of
concepts is not
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
1 point
Initial posting was
not on topic; the
response was
unrelated to
threaded discussion
question; and post
demonstrated only
superficial thought
and poor
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
building on previous further discussion of
peer posts and
the topic.
offering alternative
3 points
2 points
1 point
Reference to
Refers to and
properly cites either
course and/or outside
readings in both
initial posting and
responses to peers.
4 points
Critical Thinking
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
1 point
2 points
conceptualizing the
problem; viewpoints
and assumptions of
experts are analyzed,
synthesized, and
evaluated; and
conclusions are
logically presented
with appropriate
conceptualizing the
problem; viewpoints
and assumptions of
experts are
synthesized, and
evaluated; and
conclusions are
presented with
necessary rationale.
Demonstrates partial
conceptualizing the
problem; viewpoints
and assumptions of
experts are analyzed,
synthesized, and
evaluated; and
conclusions are
somewhat consistent
with the analysis and
3 points
2 points
1 point
limited or poor
conceptualizing the
problem; viewpoints
and assumptions of
experts are
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
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.). Retrieved
Introduction to financial statements for marketing
(n.d.). Retrieved
Marks, R. E. (1997). Market structure and competition
(October 9). Retrieved
Marketing Research (n.d.). MarketingTeacher. Retrieved
These Web pages explain concepts of the Segmenting,
Targeting, and Positioning.
Building Customer Relationships. (2014). Pearson Learning
Solutions, New York, NY. Retrieved
Building Customer Relationships (Audio). (2014). Pearson
Learning Solutions, New York, NY. Retrieved
Segmentation (n.d.). MarketingTeacher. Retrieved
Targeting (n.d.). MarketingTeacher. Retrieved
Positioning (n.d.). MarketingTeacher. Retrieved
Perner, L. (n.d.). Segmentation, targeting, and
positioning. Consumer Psychologist. Retrieved
Here are some useful links on market segments:
Nielsen. (n.d.). MyBestSegments ZIP code look-up.
Nielsen. (n.d.). Nielsen PRIZM – Understanding social and
lifestage groups. Retrieved
Nielsen. (n.d.). Segment Details. Retrieved
TETRAD. (n.d.). Demographics. Retrieved
This article explains considerations internal to the firm
that affect its financial health:
Porter, M. (1980). Generic strategies. Retrieved
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
Managing External Forces (n.d.). Marketing
Tutorials. KnowThis. Retrieved
The following readings relate to product management
Products and Services. (2014). Pearson Learning Solutions,
New York, NY. Retrieved
Products and Services (Audio). (2014). Pearson Learning
Solutions, New York, NY. Retrieved
Product decisions (n.d.). KnowThis. Retrieved
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
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
Beyersdorfer, D., et al. (2011 January/February). Preserve
the luxury or extend the brand? Harvard Business Review.
Christ, P. (2009). Understanding the importance of branding
(October 28). Retrieved
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
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
Zax, D. (2010). For Millennials, brands may be as important
as religion, ethnicity. Co-Create(November 17). Retrieved
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
A Teakettle with Star Power? The Upsides and Pitfalls of
Celebrity Brands (2011).Knowledge@Wharton (April 27).
Star Blight: The Perils of Celebrity Endorsements
(2006). Knowledge@Wharton (September 6).Retrieved
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,
IBISWorld Navigation Tips (n.d.). IBISWorld, Inc., New York,
Check the following links for proper APA citation and
reference format:
Purdue University Online Writing Lab. (n.d.). In-text citations:
The basics. Retrieved
Cornell University Library. (n.d.). APA citation style.
Golden Gate University. (n.d.). University library: Research
help. Retrieved from
University of Illinois at Urbana-Champaign. (n.d.). The
center for writing studies. Retrieved

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