Skip to main content

Please enter a keyword and click the arrow to search the site

Building Stronger Brands through Online Communities

Subject

Marketing

Publication Year

2000

Abstract

The word "Community" seems set to take over from "Relationship" as the marketing buzz-word of the late 1990s, judging by the number of times it has been recently mentioned in the marketing press. Much of this interest has stemmed from the Internet, and the "community-brands" such as Geocities and Tripod. There has also been some talk of consumer product brand on-line communities. For example, even pantyhose brand L'Eggs, owned by Sara Lee, is reported as trying to build an on-line community for itself. The desire to create branded communities raises many questions to do with commercial corporate objectives, their implementation, and issues to do with consumers' willingness to participate. "Is there," asks Nessim Watson, "some power to be had in claiming a word like "community"?" . If there is, and brands can harness it, will their communities reinforce the brands, or will they unlock a Pandora's Box? In this paper we explore whether the mixed reception of brand relationship building to date, can be retrieved by a strategy of investing in brand based on-line communities. Such a strategy requires focusing on a different model of communication to that traditionally followed by brand owners. It exploits the interactive potential of the Web to stimulate between-customer relationships as a foundation for on-line communities based around consumer product brands. We examine the lessons which have been learned from studying early developments in virtual communities, and the strategic implications which follow for any brand owner wishing to pursue such a brand community based strategy. A new organizational skill set for brand strategists is proposed.

Series Number

99-801

Available on ECCH

No


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox

×

Sign up to receive our latest course information and business thinking

Leave your details above if you would like to receive emails containing the latest thought leadership, invitations to events and news about courses that could enhance your career. If you would prefer not to receive our emails, you can still access the case study by clicking the button below. You can opt-out of receiving our emails at any time by visiting: https://london.edu/my-profile-preferences or by unsubscribing through the link provided in our emails. View our Privacy Policy for more information on your rights.