Discuss the use of online consumer reviews from the brand manager’s perspective

Branding strategies are changing due to the popularity of the Internet and changing consumer behavior. There are various functions of branding. Branding is not only utilized to differentiate the focal brand from the competing ones, but also to increase brand/product awareness, change consumer attitudes, and encourage purchases. On the other hand, consumer brand experience and online consumer reviews are increasingly influencing branding strategies in the digital age.

Read the following articles:

Edelman, D. C. (2010). Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, December, retrieved from https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places

Anderson, M. (2014, July 7). 88% of consumers trust online reviews as much as personal recommendation. Retrieved from http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

Please address the following issues regarding online consumer reviews and brand management in the digital age.

Evaluate the pros and cons of online consumer reviews from the consumer’s perspective.

Discuss the use of online consumer reviews from the brand manager’s perspective.

Note: Please check the Discussion grading rubrics to better understand the requirements for Discussions.

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The consumer is able to come across product reviews of a company’s product which then acts as a guide as to whether or not they should conduct the purchase. Purchase will be done if the product reviews are positive and if they are about more than 10 to help give them confidence in purchase. For example……………………..

APA

1199 words

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