The last decade has seen an emergence of a digitally-empowered world that has transformed markets and marketing. Marketing is in the stage of evolution in which consumers are becoming more empowered and more engaged than they have been before. Consumers can now choose to become as involved as they want with a brand, with their influence ranging from simply posting comments and ratings about a firm’s brand and/or its products at one end of a continuum to making a substantial impact on brand development at the other end. Similarly, firms can choose to become as involved as they wish with consumers, ranging from hosting a website for the brand at one end of a continuum to actively empowering consumers to engage in product and brand development at the other end. Consider a particular brand [‘X’] of your choice (e.g., the brand that you or your friends/relatives have been empowered by and where you [they] have a substantial level of engagement). Ideally you should select a brand where some form of digital connection exists. Answer the following questions using your [or your friends’/relatives’] experience with the brand [‘X’]: