Building Brand Communities on the Internet: Geo Free Brand Comms

Abstract

prov ide
directions fo r an operational, tactical, or strategic tool to truly
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b u ild a n a sustain n on -g eog rap h ically b ou n d b ran d
c o m m u n itie s . We r e fe r to su c h c o m m u n it ie s a s
g e o g r a p h ic a lly fr e e b r a n d c o m m u n itie s (G eoF ree
BrandCom m s). This research presents the con ceptu al
underpinnings an d characteristics o f GeoFree BrandComms.
Further, the use o f Weblogs (Blogs) an d related technologies
such as Video Blogs, Podcasts an d RSS as strategic tools in
building GeoFreeBrand-Comms is explored. We then proceed
to posit the applications o f GeoFree BrandCom m s in Webbased m arketing strategies that fin d their basis in strong
brands an d loyal customers.