Companies building "brand communities".

• Position: Advertising

Whether their product is an automobile, a soft drink, or laundry detergent, 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, according to an Oregon State University, Corvallis, study. From "Jeep Jamborees" to Apple computer groups, these communities can deepen customer loyalty and create relationships between consumers and companies that last for years.

"Marketing efforts in the past have recognized that consumers can have strong ties to brands and products," notes Jim McAlexander, associate professor of marketing. "But marketers haven't fully understood the values consumers find in brand community nor the advantages that can come from attentiveness to the diverse relationships that build from product experiences. We find that there can be real value, for example, in bringing consumers together with each other and the company in situations where they can share experiences, opinions, and ideas. It is beginning to change. Companies are starting to understand the [advantage] of giving their customers something they really care about. It's all about reciprocity."

The idea of "brand communities" evolved from earlier research by McAlexander and University of Portland (Ore.), marketing professor John Schouten into brand loyalty toward Harley-Davidson products. During their research, the pair...