As consumers, we continually interact and consume brands to satisfy our functional and emotional needs. Applying the theory covered as part of this module to your own experience as consumers, answer all three questions:-

1. The Internet and digital world has presented new opportunities and threats for brand managers. One threat is the increasing competition traditional, bricks and mortar retail brands are facing from online retail brands. In order to survive, traditional retail brands are having to adapt to this changing environment (35 marks).

1. Review the impact the Internet and digital space has had on traditional retail brands (5 marks).
2. What three recommendations would you have for traditional retail brands to survive in the increasingly digital and online world? (30 marks).