Companies creating or supporting brand communities
Successful companies long have considered the concept of brand loyalty the Holy Grail in the world of consumer marketing. Now, a growing number of firms are taking that concept to the next level, creating or supporting “brand communities” that can form around the use of their products.
Under the motto “One always knows how to do it” (“Einer weiß immer, wie es geht”) Bosch has started its own brand community 1-2-do.com aimed at home craftsmen and creative’s.
While consumers will enjoy belonging to communities, this alone is not a driving force for a company like Bosch to invest their time, energy, and reputation in a brand community. What benefits could Bosch be looking for by building a brand communitie:
Brand advocacy. A well-developed brand community is an excellent tool for brand advocacy because community members feel strongly affiliation with the brand and the community.
Brand insight. Brands that best leverage the valuable feedback provided to them by their customers have a competitive advantage. As Michael Dell said to BusinessWeek: “These conversations are going to occur whether you like it or not… do you want to be part of that? My argument is you absolutely do… and you can be a better company by listening and being involved in that conversation.”
Brand content. User-generated content is fundamental to growth in the Web 2.0. Marketers have found that customer-developed content creates better products and services while building considerable buzz.
Brand support. Communities increase the effectiveness and efficiency of customer support.
Brand perception. Communities allow companies and consumers to combine their efforts and create something larger than either could alone. When a community brings people together around something larger than the brand itself, the effects on consumers’ perceptions of the brand can be significant.
