What are the benefits and risks for nutella of embracing

Reference no: EM133529259

Question 1. What is a brand Community? How is it used by marketers to enhance brand equity? Explain.

Question 2. Which were the key marketing strategies that Nutella implemented to build its brand community? Explain.

Question 3. What are the benefits and risks for Nutella of embracing a "customer empowerment" approach to creating a brand community? Explain

Case Study

Purpose

To demonstrate critical thinking and problem-solving skills via the application of branding strategies.

Description

You have been asked to read and analyse a case study and complete an individual case analysis report. You are expected to demonstrate theoretical understanding of important aspects of branding and your ability to apply marketing theory to the analysis of a real-world company. You need to focus on the key branding issues and answer the assigned questions. You must incorporate business, trade and academic literature to support/justify your ideas. Unsubstantiated statements will not provide credibility to your discussion.

Your report should include:

Your answers to the discussion questions

References
Things to consider for the case study:

Identification and analysis of the relevant issues and concepts relating to the case

Use of relevant branding theories.

A logical analysis, which is consistent with the topic in the case and it advances

Evidence in favor of the arguments.

Development of managerial recommendations and identification of marketing decisions illustrated by the case.

Journal of Marketing Communications

Article 1- Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person by Veronica Gabrielli & Ilaria Baghi

Article 2 - Brand community of convenience products: new forms of customer empowerment - the case "my Nutella The Community" by Bernard Cova and Stefano Pace

Reference no: EM133529259

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