Objective: Examine a brand’s online presence in light of various consumer behavior theories and principles. Analyze the strengths and weaknesses of their presence within the context of consumer behavior best practices and provide strategy recommendations that would improve the brand’s competitive position Project Description: Each student will select a brand with various forms of online presence including their website, blogs, podcasts, social media (Facebook, Instagram, LinkedIn, TikTok, YouTube, et al), presence of influencers/opinion leaders and any other form you think is notable. The brand must be a second-tier brand (a brand that would not be considered the lead market share holder; a lesser known brand. Pick a rand that you really like that others might not know about. See some examples on page 2)). Brand selection must be approved by Professor Dwyer. Email your brand choice for approval. Brand analysis should follow the steps outlined below.
