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Rejuvenating a Brand Through Social Media

Mount, Matthew P., Garcia Martinez, Marian (2014) Rejuvenating a Brand Through Social Media. MIT Sloan Management Review, 55 (4). pp. 14-16. ISSN 1532-9194. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)

Abstract

The article discusses how firms can use social media to reinvigorate a brand by describing how food company Nestlé UK used social media to market its Kit Kat chocolate bars to 18- to 24-year-olds. Nestlé used the Facebook Website to let consumers vote on new Kit Kat flavors under consideration. The process served to raise brand engagement among customers.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Marian Garcia
Date Deposited: 15 Jul 2014 09:17 UTC
Last Modified: 29 May 2019 12:46 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/41760 (The current URI for this page, for reference purposes)
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