Explore how the selected brand is responding to the rapidly changing consumer/customer preferences using digital technologies

Description of assignment: 

“Organisations who invest in building and managing the digital presence of their brand seem to get a march ahead of their competitors in the hyper-connected world. By using digital technologies brand owners better understand the rapidly changing consumption preferences and respond within a shorter period of time.

Today, managing and protecting established affiliations through digital technologies is a critical priority for brand marketers as consumers and other ecosystem partners share data, opinions, reviews and brand experiences. However, in this cluttered digital space brand owners must seek new approaches to build awareness, affiliation and advocacy through the use of hybrid engagement techniques”

 

In this assignment, you are required to select a specific brand and

1. Explore how the selected brand is responding to the rapidly changing consumer/customer preferences using digital technologies
2. Discuss how the selected brand can raise awareness, create affiliations and drive advocacy through exclusively digital means

STRUCTURE:

Intro about Selected brand  (public company)

Explain industry and key trends and threats (what challenges brand has)

What is brand extension?

What digital apexes they implement to respond to the trends

TRIP framework (DO NOT DESCRIBE THE MODEL)

Recommendation

Conclusion