Digital marketing and social media

Evaluation of the product positioning strategies of LEGO: A description of the offering for evaluation: LEGO's customer-centric approach, a resounding success, is underpinned by a profound understanding of diverse customer needs (Liu et al., 2024). The company's strategic expansion of its product range to cater to various demographics, including LEGO DUPLO for younger children, LEGO Technic for advanced builders, LEGO Friends for girls, and LEGO Education for classroom learning, is a testament to this success (LEGO, 2024). (Source: LEGO, 2024) LEGO uses content marketing strategies to meet customers' needs using a systematic and controllable approach (Liu et al., 2024). Here are some of the offerings provided by LEGO such as: a)    LEGO life and ideas: LEGO has ingeniously fostered a sense of community, encouraging customers to share their experiences (Holland & Wise, 2023). Their Facebook page serves as a platform for collecting customer information and ...

  Ways of improving the brand authenticity- A case study of Airbnb by Dr. Hasan.  1.     Identify what Airbnb stands for: You should tell what kind of brand your organisation wants to be and what it wants to convey. Airbnb has crafted a brand that centres on authenticity and belonging. Here is what sets them apart: ·        Authenticity: Airbnb offers unique accommodations and immersive experiences that allow travellers to connect authentically with local cultures (Airbnb, 2024).     Unlike traditional hotels, Airbnb provides personalised and affordable options that make you feel like you belong in different destinations (Giannoni et al., 2021). ·        Airbnb's symbolic 'Bélo' emblem is more than just a logo; it is a powerful representation of its commitment to fostering genuine connections (Airbnb, 2024). It symbolises discovery and belonging, encapsulating the essence of its pl...

Brand Authenticity by Dr. Hasan How would you define Brand authenticity?    Authenticity pertains to the characteristic of being genuine or genuine. It encompasses staying true to one's principles, exhibiting openness, and embracing one's vulnerabilities (Campagna et al., 2023). In the context of brands, authenticity entails narrating a tale that mirrors the brand's fundamental values , establishing trust, and nurturing significant connections with customers (Tseng & Wang, 2023). Which brands do you perceive as authentic?    Brands like Patagonia, known for environmental activism, and Ben & Jerry’s , which champions social causes, exemplify authenticity (Papadopoulou et al., 2023). Their actions align with their values, fostering trust and loyalty among consumers (Campagna et al., 2023). Patagonia prioritises sustainability and environmental activism by producing long-lasting products and implementing various initiatives to minimise its ecological fo...