Case Study - Unme Jeans: Branding in Web 2.0

The internet has revolutionized the modern world like no other invention has before, except perhaps, electricity. The internet allows sharing and collaboration to take place between people on opposite sides of the globe. Vinton G. Cerf, often called the “Father of the Internet”, admits that when the original idea of an “intranet” was in its infancy, there was no possible way to imagine all of the ways we would come to use it (NDTV, 2013).

Advances in the internet have changed the way America works,learns,and communicates. The internet has become an integral part of our social life. This has assisted us by communicating and research purposes.

Information in today 's world seems vast and often times limitless yet acquiring that information has become almost an effortless task since the arrival of the Internet. In the past 20 years this global system of interconnected computer networks has grown by leaps and bounds. The Internet has managed to provide the masses with an informational platform that runs 24 hours a day, 7 days a week. It delivers whatever we may need, desire or want to know about with just a few simple clicks or keystrokes. A technological medium that has become quite instrumental in our daily lives.

At the same time, the size of the involvement in the digital world is phenomenal and its growth dramatic. There were about 800 million Internet users around the world in 2004. This number had increased to about 1.97 billion as of June 2010 (“Internet,” 2011), which is about 28.7% of the total world population. (Lim, C.-P., Zhao, Y., Tondeur, J., Chai, C.-S., & Tsai, C.-C. (2013).

In the past decade, the number of internet users in the United States and worldwide has grown dramatically with an estimated 218 million US citizens having

The world as we know it has changed drastically in the past three decades, we are slowly but surely morphing into a worldwide community dependent upon computer technology. More specifically we rely on the Internet heavily for everything in our day to day lives. The benefits of expediency and the convenience afforded to those who utilize information systems their business dynamics is undeniable.

“The Internet-the vast network of telephone and cable lines, wireless connections, and satellite systems designed to link and carry digital information worldwide was initially described as an information superhighway.” (Campbell pg. 41). The Internet allows for ease in communication within e-mails, but it also guarantees the easy availability of information. Being able to access the Internet no matter the location is a great tool to have.

Leiner, Vinton G. Cerf, David D. Clark, Robert E. Kahn, Leonard Kleinrock, Daniel C. Lynch, Jon Postel, Larry G. Roberts, Stephen Wolff. Brief History of the Internet. n.d. Internet Society. 2017. .

As technology grew, it gave rise to an abundance of online networks and databases, ultimately developing different websites and applications in which people could interact and use for a variety of networking reasons. To elaborate, people can now use different applications to build up personal relationships, for entertainment, for work

First, Zwinktopia users fit the target demographic for the UnME Jeans brand. Its users span the age range she is marketing to—teenage girls. The Forrester Research Study of Interest in Marketer Profiles on Social Networking Sites reported the following:

Its increasing importance has been recognized by the Organization for Economic Cooperation and Development (OECD) which, through the Committee on Information, Computer and Communications Policy (ICCP), has initiated a number of streams of work within the broad context of The Future of the Internet. (OECD, 2006)

The company Zynga, which was conceived in 2007 by founder Mark Pincus, became a top company in the social gaming world. At first, they partnered with Facebook to get their games noticed. Soon enough, over a billion of their users were playing fun and addicting games like Poker and Words With Friends. Zynga.org was also created to help donate in-game profits to various nonprofit organizations to help better the future of many individuals through gaming. Not only that, their employees would also donate to the charity of their desire. A company like this would seem to be one that would excel in the market place. However, in recent times, various external and internal factors have been undeniably affecting them.

The easily accessible Internet and the Worldwide Web revolutionized information sharing. For the first time data could be shared in real time as text, voice, graphics, and video among anyone with access to the Internet. (Gomez).

The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks, of local to global scope, that are linked by a broad array of electronic, wireless and optical networking technologies. The Internet carries a vast range of information resources and services, such as the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail.

Beginning in the 1990’s, the world has witnessed a tremendous growth in the World Wide Web. This boom has resulted in an unstoppable technological revolution that continuous to change our lives. The 20th century has blossomed with the rapid expansion of the Internet. Yet, this expansion has brought with it both, opportunities and challenges; particularly, in the “dot- com” industry. As a result, companies of all kinds employed the Internet as a tool to expand their business reach. For others, the Internet was a new “gold mine” that gave birth to a multi-billion dollar business, named “Google”.