Beruflich Dokumente
Kultur Dokumente
Name of Authors: Syed Osama Ali1; Shahzeb Zulfiqar2; Syed Ammad Ali3; Qamber Abbas4;
ID Numbers: 120152-18120; 220152-18228; 320153-18272; 420152-18122;
Program: MBA (Regular-Evening)
Name of University: Institute of Business Management
Date: February 28th , 2016
MAJOR ISSUE
The influence of social media on product branding
MINOR ISSUES:
In the era of Facebook and YouTube, brand building has become a annoying challenge.
Companies made huge bets on what is often called branded content . Yet few brands
have generated meaningful consumer interest online.
Rise of new technologies ,cable networks to DVRs and then the internet made it much
harder for brands to buy fame.
Social media has expanded and Introduced these subcultures, With a few clicks, you
can jump into the center of any subculture .
MAJOR OBJECTIVE:
I Will What I Want
Under Armour succeeded because it innovated with ideologyusing
female celebrities to provocatively push against gender norms. The
company aimed its communiqus directly at the crowdcultures that held
those norms, which set off a firestorm of debate.
MINOROBJECTIVE:
Companies have put their faith in branded content for the past decade, brute empirical
evidence is now forcing them to reconsider.
It turns out that consumers have little interest in the content that brands churn out. Very
few people want it in their feed. Most view it as clutteras brand spam
PROS
CONS
Brand name is
highlighted more than
actual product
Power of crowdculture
propelled the global
fame and influence in
record time.
SUMMARY
Companies have sunk billions of dollars into producing content on social media, hoping to build
audiences around their brands. But consumers havent shown up
RECOMMENDATION
Use the branding technique as Patagonia
http://www.fastcocreate.com/3038557/behind-the-brand/the-purpose-driven-marketerhow-patagonia-uses-storytelling-to-turn-consume
http://www.patagonia.com/international
https://www.facebook.com/PATAGONIA
https://www.quora.com/How-did-customers-react-to-Patagonias-Dont-buy-this-jacket-campaign
Under armour
http://www.thunderbird.edu/blog/faculty/washburn/2011/04/18/beneath-the-under-armour-a-green-andethical-company
http://www.bizjournals.com/baltimore/print-edition/2011/04/22/under-armour-aims-to-changegreen.html
http://www.oregonlive.com/pacific-northwestnews/index.ssf/2011/03/nike_under_armour_others_embrace_green_solutions_at_northwest_apparel_
show.html