Download Unme Jeans Branding In Web 2.0 Pdf

1 UnME Jeans: Branding in Web Midterm Exam - ID: Name: Bae, Yong-gook Date: Oct. 25, 2009 In general, Foley is in a problem which media plan she goes in a new environment called Web 2.0. Online media development results in new trends in customers' media habit and the new values.

What are the various risks companies face with Web 2.0 applications? CASE: UnME Jeans: Branding in Web 2.0, Harvard Business Case, Product Number. Select and download two of them that are either freeware (available for free) or that. Harvard Business Case, Feb 26, 2009, product number: 809099-PDF-ENG. UnME Jeans: Branding in Web 2.0. SUGGESTED TOPICS; Subscribe Hi. How to Download. A digital book provided in three formats (PDF, ePub, and Mobi) for the price of one.

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The case describes basic information about UnME Jeans, new trends and values in media and advertisement industry, then shows three possible media plan. Which, if any, of the three social media plans should Foley pursue? In my opinion, Facebook is the best choice of among three suggested plans.

The next table shows simply new media plans suggested by agency. Unique Visitor Budget Description Zwinktopia No Info 200, /yr Virtual Jeans Real Products Facebook YouTube 48,152,000 14,196,, /yr 300, CPM Brand profile page targeted banner ads through profile page Widget: design and share User created contents Contest In-Video Ads Each plan has advantage in some parts and disadvantages in other parts. I make a table to compare three plans in the Foley's view.

Left column is fulfilled the important factors for Foley regarding the new media plan and evaluation is done by myself. Zwinktopia Facebook YouTube Talking with O X Brand story X O O Constructive Dialogue O X Existing media plan O Impact on sales Unique Users O Score (O: 1.0: 0.5 X: 0.0) Zwinktopia is well targeted to the UnME's target customers. According to the plan, the agency will develop a line of virtual jeans which is same to jeans in real world, and the users can create a 2 jean in a new design.

It is a good point, and because of the alliance between MySpace and Zwinktopia, users can bring their avatar (called Zwinky) to MySpace, which is the largest social networking site in US. However there are some cons. First, the company may be hard to have dialogue with users. User will buy jeans for her Zwinky, but they may not care what the brands says.

It is a good way to announce new products, but not a good way to establish brand identity or to make brand loyalty in customer's mind. Second, it looks like good because of the connection to MySpace, but we can't sure how many users among MySpace users are using Zwinktopia. If the plan consider opening profile page in MySpace and connecting it to Zwinktopia, my answer should be different, but the plan concentrates on Zwinktopia. I think the general impacts of advertisements may be lower than the expectation.

Advertisements through YouTube is a very good way to deliver brand massage to the users. During the process initiating and implementing the user video contests, the company can deliver brand story and can talk with the potential customers. User generated video can be a hot issue on the Web, it means the additional advertisement through word-of-mouth. In addition, after the video contest, the videos can be shown in TV.