Brand Community- Managing customer knowledge.docVIP

 PAGE \* MERGEFORMAT 14 Brand Community: Managing customer knowledge Whether car manufacturing company or drinks or laundry detergent manufacturing company, as long as the successful operation, they are sure will be regarded as a consumer brand loyalty concept in the marketing industry has always been crucial to the concept. ‘Marketing Magazine’ published a research report pointed out that today more and more companies are building around the company’s products or support the use of the formation of the ‘brand community’, which will enhance the brand loyalty concept to a new level. The researchers said that from the ‘Jeep enthusiast’ to Apple computer users, groups, various types of community can further strengthen customer loyalty and to consumers and companies to establish a long-term bond. Oregon State University associate professor of marketing, marketing magazine writer Jim Alexander said: ‘Over the past number of marketing activities has proven consumers to the brand and products with the formation of close ties, but the sales staff also has not really understand the consumer the brand value of the community found in the same time, they did not realize that, owing to concern about the marketing in the process of establishing a variety of relationships to the immediate interests of enterprises. ‘ ‘For example, we found that the customer and the customer together with the company to establish a link between the actually can bring immediate value to the customer have the opportunity to exchange their experiences, views and ideas’, Mike Alexander added,’ situation began to change, companies are beginning to understand that provide consumers with some of the services they really need to bring the value, this would be a win-win. ‘ And Mike Alexander cooperative research by the United States Oregon State University, Harold Koenig, associate professor of marketing, as well as Portland State University associate professor of marketing Yue Hanse ton. Mike Alex