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Building Strong Brands Digitally

The Group Presentation Project aims to analyze how Integrated Marketing Communication (IMC) tools work together to achieve communication objectives, focusing on building strong brands in the digital era. Groups of 3-5 students will select a well-known brand to evaluate its digital presence, core identity, consumer engagement, and message consistency across platforms. The project includes assessing consumer behavior's impact on the brand's digital strategy and proposing actionable recommendations to enhance its digital approach.

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5 views2 pages

Building Strong Brands Digitally

The Group Presentation Project aims to analyze how Integrated Marketing Communication (IMC) tools work together to achieve communication objectives, focusing on building strong brands in the digital era. Groups of 3-5 students will select a well-known brand to evaluate its digital presence, core identity, consumer engagement, and message consistency across platforms. The project includes assessing consumer behavior's impact on the brand's digital strategy and proposing actionable recommendations to enhance its digital approach.

Uploaded by

romabatoota
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Group Presentation Project

Objective: The goal is to demonstrate how different IMC tools (advertising, branding, digital,
social, alternative marketing, etc.) work together to achieve communication objectives.

Group Assignment Instructions:


This is a group assignment for the course Integrated Strategic Communication.
 Group size: 3–5 students (maximum 5)
 Task: Read the instructions for your selected topic carefully before starting.
 Presentation duration: Minimum 10 minutes, maximum 15 minutes
 On the first slide, please write the names of all group members clearly
 This assignment contributes to your CC grades
 Deadline: the last class (we are waiting for the updated class schedule). Once I know the
exact date of the final class, I will inform you.

 Topic: Building strong brands in the digital era


 Objective: To analyze how brands use digital and social media platforms to build and
sustain brand equity, maintain a consistent identity, and foster consumer engagement in an
increasingly digitalized communication environment.
 Instruction:
1. Select one well-known (global or Moroccan) brand that has a strong or emerging
presence in digital and social media. Ensure the brand’s digital communication
activities are visible through platforms such as Instagram, TikTok, YouTube, or its
official website.
2. Explain the brand’s core identity elements (logo, tone, values, slogan, personality).
Specifically, describe the brand positioning in the market. For example,
a) What makes it different or unique?
b) How does it want consumers to perceive it?
c) Identify whether the brand communicates the same image and tone across all digital
touchpoints.
3. Analyze how the brand uses digital tools to strengthen its brand image and connect
with consumers.
4. Understand the Role of Consumer Behavior. The following topics can be covered, such
as:
a) Discuss how consumer behavior influences the brand’s digital strategy.
b) Identify what motivates consumers to engage with the brand online (e.g., storytelling,
convenience, interactivity, entertainment).
c) Analyze how the brand responds to consumer feedback and interactions on digital
platforms.
d) Reflect on how digital media creates a two-way communication flow between brands
and consumers.
5. Assess whether the brand maintains message consistency across online and offline
channels.
6. Propose two or three actionable recommendations to strengthen the brand’s digital
strategy.
7. If you would like to broaden or extend the topic, you are welcome to do so.

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