BRANDING IN THE AGE OF SOCIAL MEDIA

Name of Instructor: Babar Saad Khairi

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

Easy & cheap way of

marketing

Social media market is

volatile

Easy to gain customer

attention via social
media

Trends, tweets, hits, likes

are making decisions of
the product

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

To brand effectively with social media, companies should target crowdcultures.

By targeting novel ideologies flowing out of crowdcultures, brands can assert a point of
view that stands out in the overstuffed media environment.
Cultural branding
CONCLUSION:
Basic message consumers are getting smart with the internet and the world in there
hands .Simple message dont cheat the consumer .