BM3506: How can Brands Evolve their Strategic Brand Management Practices in a Digital World?: Strategic Brand Management Essay, NTU, Singapore

How can brands evolve their strategic brand management practices in a digital world? Write an academic literature review on the above topic.

You should begin by defining the area and discuss the views of leading writers in the area. You have to critically appraise the literature and contribute your own views, both on areas for further research and recommendations for improving brand management practices in a digital world.

Choose one brand whose strategic brand management practices have successfully evolved in a digital world and another brand that failed to evolve its practices in response to the digital world. Compare and contrast these brands. What did one brand do right? What did the second brand not do? Give your recommendations for the second brand for improving their brand management practices in a digital world.