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UnME Jeans: Branding Web 2.0
Case Analysis

Opening Statement
Margaret Foley, Brand Manager of UnME Jeans, is faced with a challenge as she reconsiders her advertising media plan due to the proliferation of social media options on the emerging Web 2.0. These options become even more intriguing with the steady price increases of television advertising despite the growth of several unfavorable conditions. Working with her advertising agency, Margaret must effectively use her brand management skills to choose which social media channel, if any that she should incorporate into her current advertising media plan. The advertising agency suggested three viable options, Zwinktopia, Facebook, and YouTube. Zwinktopia is a virtual world targeted to girls’ ages 13 to 24 with a focus on fashion and music, Facebook is a social networking, profile page site, and YouTube is a user-generated video-sharing website. All of these options will allow UnME Jeans to build a two-way dialogue with its customers. I suggest that Margaret Foley pursue the Zwinktopia social media channel as a starting point to take advantage of the emerging Web 2.0 and also make a minor investment in the other options to further develop their Web 2.0 presence.

Key Issues & Analysis
Just like any business problem, Margaret is faced with several issues in making her decision to change her advertising media plan. With a full knowledge of the issues, Margaret can better analyze her options in the process of making a justified decision. The key issues faced include:
Rapidly changing consumer trends – There is a clear indication that consumers media habits have evolved due to the proliferation of new technology. There are more outlets available that resulted in the change of how their market consumes media. Much of these changes were geared towards online outlets, especially among the younger audience.
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