Module 1 discussion Branding in the Digital Age Branding 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/brandingin-the-digital-age-youre-spending-your-money-in-all-the-wrong-places Anderson 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-195803 Please 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.
trident mkt501 module 1 discussion latest 2017 october
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