Branding in the Digital Age

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Module 1 Discussions

Branding in the Digital Age

Locked before Monday, February 26, 2018 12:00 AM PST.

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

Anderson, M. (2014, July 7). 88% of consumers trust online reviews as much as personal recommendation. Retrieved from

Please address the following issues regarding online consumer reviews and brand management in the digital age.

  1. Evaluate the pros and cons of online consumer reviews from the consumer’s perspective.
  2. 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.

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