Building Stronger Brands Through Online Communities  

Oleh:

McWilliam, Gil

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 41 no. 3 (2000), page 43-54.
Topik: online markets; building; brands; online communities

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

How can companies use brands to expand customer relationships ? Many marketing strategists believe they can strengthen consumer brands by building online communities around brands. Observing the power of community spirit in noncommercial brand communities on the Internet, companies now want to establish dialogues with their loyal customers and provide consumer - to - consumer communication in realtime. If the digital pathway is the correct route for cultivating brand loyalty, how can companies nurture brand - based communities ? Factors that can help the brand strategist, the author argues, include examining successful communities, addressing management issues, and developing community leadership skills. The popular Geocities Web site, for example, attracts "dwellers" to a familiar "environment" and offers community members a sense of involvement as well as entertainment.

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